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This comprehensive book lucidly explains how services are conceptualized, designed and managed, while providing a clear understanding of the multi-dimensional nature of the sector. Addressing in detail the critical question of services management, the author provides an in-depth exposition of how services are managed from within service organizations and from a managerial perspective as well. The book also analyses several different service contexts such as financial services, tourism, charities and museums.
Table of Contents
I. UNDERLYING THEMES: Underpinning Concepts of Services Marketing Management
Evaluation and Measurement of Services
II. MANAGING SERVICES: Services Marketing in Specific Contexts?the For-Profit Sector
Services Marketing in Specific Contexts?the Not-For-Profit Sector
Organizational Influences on Services Management
Management Styles and Emphasis for Services Marketing
Internal Marketing in Service Organizations
Management Competencies for Services Marketing
III. SERVICE MANAGEMENT ISSUES: Contemporary Issues in Services Marketing
Services Marketing Management?What Does the Future Hold?