Bøker av Peter Mudie

Provides an approach to the service industry with a focus on the management and marketing elements. This book features exercises and mini cases throughout the text to consolidate learning and make it more student friendly.

Looks at relationship marketing and public sector issues as well as providing sections on: the definition of services, expectations, competitive advantage, pricing of services, segmentation/positioning of services, the service encounter and service employees. This text is aimed at practitioners and students looking for a treatment of this subject.