Marketing a service for profit: a practical guide to key service marketing concepts
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
2000
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Marketing in action series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | VII, 200 S. Ill. |
| ISBN: | 0749419199 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804127480800346112 |
|---|---|
| adam_text | Contents
Acknowledgements viii
Introduction 1
Chapter 1 A way of looking at things 3
Chapter 2 What is a service? 11
Characteristics of services 13
Service machines 16
Time, quality and convenience 18
Services and goods 20
Customer or consumer? 24
The service environment 26
Finance, funding and cash flow 28
Chapter 3 Practical marketing concepts 32
Defining roles in the marketing process 33
Features, advantages, benefits and the ultimate benefit 37
Problems? What problems? 41
The marketing mix 44
Competitor analysis and finding the gap in the market 46
What market are you really in? 48
Branding 50
The augmented product and added value 53
Segmentation 56
Segmentation, targeting and positioning 60
vi ¦ Contents |
§
Chapter 4 Strategic direction decisions 64 j
The truth is out there 65 !
You are not your customer 70 :
Break even 73
The planning grid 77
Directions for business development 78
Vision and mission 81
Chapter 5 Pricing for profit 86
Pricing points and managing customer expectations 89
Pricing packages 90
The going rate and competitors pricing 94
Alternatives to cost cutting 98
Factors that influence price 101
Chapter 6 Targeted promotional strategies 119
Customer expectations 119
Triggers 120
The marketing process 121
Common service marketing failings 123
Reaching new customers 125
Conveying your message 125
Indirect marketing tactics 142
Chapter 7 Managing the process 159
Negotiating 160
Getting paid 166
Managing services and facilities 170
Defining the mission 172
Assessing resources: time, people, cash, facilities 173
Customer care 174
Dealing with customer complaints 178
Chapter 8 The marketing audit for service providers 184
Your company 285
The market 286
Market research and market intelligence 186
Sales and sales administration 287
Sales force 288
Communications 288
Contents ¦ vii
Service range 189
Purchasing 190
Finance 191
References and further reading 192
Index 193
|
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| indexdate | 2024-07-09T18:34:01Z |
| institution | BVB |
| isbn | 0749419199 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008711445 |
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| physical | VII, 200 S. Ill. |
| publishDate | 2000 |
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| publisher | Kogan Page |
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| series2 | Marketing in action series |
| spelling | Clarke, Greg Verfasser aut Marketing a service for profit a practical guide to key service marketing concepts Greg Clarke 1. publ. London Kogan Page 2000 VII, 200 S. Ill. txt rdacontent n rdamedia nc rdacarrier Marketing in action series Dienstensector gtt Marketing gtt Service industries Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Dienstleistung (DE-588)4012178-1 gnd rswk-swf Dienstleistung (DE-588)4012178-1 s Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008711445&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Clarke, Greg Marketing a service for profit a practical guide to key service marketing concepts Dienstensector gtt Marketing gtt Service industries Marketing Marketing (DE-588)4037589-4 gnd Dienstleistung (DE-588)4012178-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4012178-1 |
| title | Marketing a service for profit a practical guide to key service marketing concepts |
| title_auth | Marketing a service for profit a practical guide to key service marketing concepts |
| title_exact_search | Marketing a service for profit a practical guide to key service marketing concepts |
| title_full | Marketing a service for profit a practical guide to key service marketing concepts Greg Clarke |
| title_fullStr | Marketing a service for profit a practical guide to key service marketing concepts Greg Clarke |
| title_full_unstemmed | Marketing a service for profit a practical guide to key service marketing concepts Greg Clarke |
| title_short | Marketing a service for profit |
| title_sort | marketing a service for profit a practical guide to key service marketing concepts |
| title_sub | a practical guide to key service marketing concepts |
| topic | Dienstensector gtt Marketing gtt Service industries Marketing Marketing (DE-588)4037589-4 gnd Dienstleistung (DE-588)4012178-1 gnd |
| topic_facet | Dienstensector Marketing Service industries Marketing Dienstleistung |
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