Number of Pages: 365
Year of Publication: 2010
Cover Type: Hardcover
Edition: 1
Print Color: White
Dimensions (cm): 0.535
Barcode: 9789957184100

Weight: 535 grams
Dimensions: 17 × 24 cm

Introduction
The book discusses the comprehensive concept of marketing, which includes both tangible and intangible products, and their unique marketing strategies. It highlights the evolution of marketing thought and its focus on consumer products that align with societal needs, distinguishing between consumer and industrial products.

The modern marketing approach addresses both tangible and intangible goods, emphasizing services due to their rapid development as a core sector in advanced economies. It discusses how service marketing extends beyond specialized organizations to include all entities engaged in producing and offering services.

The book is divided into two parts, with the first focusing on service marketing principles, including pricing, promotion, and distribution methods unique to services. The second part applies these principles to service industries like tourism, banking, healthcare, and insurance.

Dr. Zaki Khalil Al-Masaeed