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Positioning

Positioning

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Published by Rakesh Patel

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Published by: Rakesh Patel on Feb 10, 2011
Copyright:Attribution Non-commercial

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02/10/2011

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CHAPTER 20MARKETING OF SERVICES
 
L
EARNING OBJECTIVES
Increasing importance of services ineconomiesAll principles of marketing apply toservicesThe nature and special characteristics of servicesManaging service quality, productivity and personnel
 
How to position a service organization anda brandThe service marketing mixHow businesses should manage serviceencounters and service recoveryInnovations in services
Learning
Obj
ectives
(Co
ntd.)

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