by Leonard L. Berry, A. Parasuraman · tapa dura · ISBN 9788434218635
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«Marketing de Servicios. La calidad como meta» is the marketing manual by Leonard L. Berry and A. Parasuraman (Parramón, 1993, hardback, in Spanish).
This book analyses marketing applied to the services sector and places quality at the core of management. It proposes strategies and techniques for service organisations to differentiate themselves in the market, respond to customer expectations and orient their activity towards excellence.
The edition belongs to the Gestión y Empresa collection from Parramón. It has 230 pages and was published on 29 November 1993.
The book is aimed at marketing students and professionals interested in the management of service companies.
scientific article published in January 2009
