by Adrian Payne · Pearson Education Limited · tapa blanda · ISBN 9780132848527
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«The Essence of Services Marketing» is Adrian Payne's services marketing manual, published by Pearson Education Limited in paperback.
The book explains the principles of marketing applied to service companies. It analyses the marketing plan and the development of a customer-oriented culture, and addresses segmentation, positioning and the services marketing mix. It includes diagrams and real examples.
Published in 1993, it is part of the Essence of Management Series, edited by Adrian Buckley. The edition has 264 pages and is in English, and includes a bibliography and index.
Intended for professionals, managers and business or marketing students who want to understand the commercial management of service companies.
