by Javier Maqueda Lafuente, José Ignacio Llaguno Musons · Ediciones Díaz de Santos, S.A. · tapa blanda · ISBN 9788479781903
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«Marketing estratégico para empresas de servicios» is the marketing manual by Javier Maqueda Lafuente and José Ignacio Llaguno Musons, in paperback.
The work examines the weight of the services sector in developed economies and the intangible nature of the service, as opposed to the industrial product. It delves into the service company as an organization, management models, total quality and service quality as a strategy, closing with the sales organization and the marketing plan.
Published by Ediciones Díaz de Santos in 1995, first Spanish edition, 544 pages. Subject classification: sales and marketing.
For students and professionals in business administration, marketing and service management seeking a strategic view of the tertiary sector.
