Pages: 332, Year of Publication: 2015, Binding Type: Hardback, Edition Number: 1, Print Color: White, Dimensions (cm): 17×24, Weight (kg): 0.619, Barcode: 9789957185138

Weight 619 grams, Dimensions 17 × 24 cm

Marketing is not a marginal function; it is the entire business organization from the client's perspective! "Peter Drucker"

Yes, marketing is the entire business organization. In great organizations, you can't distinguish between marketing and other departments, as everyone works to serve the client.

This book was created with this truth in mind. It compiles concepts and practical examples in service marketing, supported by research findings in economics, behavioral sciences, and management theories.

The book covers principles and important concepts in service marketing, taking an application-focused approach to show how companies can solve marketing problems by applying established marketing principles.

The book includes nine chapters:

• Chapter 1: Strategic Marketing Planning
• Chapter 2: Service Classification Strategies
• Chapter 3: Competitive Marketing Strategies in Services
• Chapter 4: Strategies for Managing Supply, Demand, and Productivity
• Chapter 5: Service Pricing Strategies
• Chapter 6: Service Promotion Strategies
• Chapter 7: Service Delivery Strategies
• Chapter 8: Service Quality Strategies
• Chapter 9: Case Studies

Hoping this book serves our students in the Arab world as a reference in their field.

Dr. Mohamed Mostafa
Ph.D. in Business Administration
Manchester University - UK