The management and marketing of services - Peter Mudie

This second edition of The Management and Marketing of Services builds on the success of the first edition and now includes increased coverage of many key areas, extensive examples and case studies.

This second edition looks closely at relationship marketing and public sector issues as well as providing expanded sections on: the definition of services, expectations, competitive advantage, pricing of services, segmentation/positioning of services, the service encounter and service employees.

The Management and Marketing of Services is a highly accessible text ideal for practitioners and students looking for a comprehensive treatment of this subject area.