The textbook contains sections on the marketing of commercial services as an integrated system based on the unity of external and internal marketing.The content of the strategy for managing the service sector is revealed, highlighting the importance of service quality, its organizational mechanism and economic feasibility of using . Comprehensive assessments of the effectiveness of the service are given with the allocation of the value of the indicator of social and business activity and corporate responsibility for the results of work to society.For undergraduate students studying in the direction of training "Trade", as well as masters, merchants, advertisers and business practitioners.
Questions and answers
What is the book Marketing of services about in short?
The book 'Marketing of Services' explores the marketing of commercial services as a cohesive system that integrates both external and internal marketing. It emphasizes the significance of service quality, organizational mechanisms, and the economic viability of service management strategies. The textbook also provides comprehensive evaluations of service effectiveness, focusing on social and business activity indicators.
What is the main idea of the book Marketing of services?
The main idea of 'Marketing of Services' is to present a holistic approach to service marketing that combines both external and internal strategies. It highlights the critical role of service quality and its organizational framework, while also discussing the economic implications of effective service management. This comprehensive view aims to equip students and professionals with the necessary tools to excel in the service sector.
Who should definitely read the book Marketing of services?
This book is essential for undergraduate students studying Trade, as well as for master's students, merchants, advertisers, and business practitioners. It serves as a valuable resource for anyone looking to deepen their understanding of service marketing and improve their practical skills in managing service-oriented businesses effectively.
What books is the book Marketing of services similar to?
Books similar to 'Marketing of Services' include 'Services Marketing: People, Technology, Strategy' by Christopher Lovelock and Jochen Wirtz, which also delves into service marketing strategies. Another comparable title is 'The Service Culture Handbook' by Jeff Toister, focusing on creating a customer-centric service environment. Both books complement the insights provided in 'Marketing of Services' and are beneficial for practitioners in the field.
- Name of the Author
- Синяев Vasiliy Vladimirovich, Романенкова Olga Nikolaevna, Синяева Инга Mikhajlovna
- Language
- Russian
- ISBN
- 978-5-394-03246-2
- Release date
- 2013
Read an excerpt
12/04/2023
Маркетинг послуг - це не просто підручник, це справжній керівник
У цій книзі автор докладно розглядає всі аспекти маркетингу комерційних послуг як складної системи, що базується на взаємодії зовнішнього та внутрішнього маркетингу. Вона розкриває стратегії управління сферою обслуговування, наголошуючи на важливості якості послуг, їх організаційному механізмі та економічній доцільності використання. Книга також надає комплексні оцінки ефективності послуг, звертаючи увагу на соціально-ділову активність та корпоративну відповідальність перед суспільством. Для студентів, магістрів, комерсантів, рекламістів та практикуючих підприємців ця книга стане незамінним джерелом знань та інструментом для розвитку в сфері маркетингу послуг. Рекомендую кожному, хто прагне розуміти сучасні тенденції у галузі обслуговування та бажає покращити свої навички у цьому напрямку!