Services Marketing Management: An International Perspective

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Services Marketing Management : An International Perspective provides students with an understanding of services marketing in an international context. Based on the author's vies about the essenc of marketing in concetps such as market orientation, long-term relationships, quality and ultimately, satisfaction, this unique book includes the latest developments. The text is built around four themes: The Fundamentals of services marketing management, A New classification overview of existing classifications, The definition of four new types of services, The increasing trend to the internationalization of services. The benefits of this book are threefold, the reaer will : have an understanding of services marketing management in both a national and international context; be able to manage a market-oriented service organization; and be able to deliver excellent service quality leading to long-term relationships with customers and employees.

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Sanjeev Dhawan has 22 years experience in corporate sector, having been an executive director at a large publishing firm for 12 years and then head of a Marketing consultancy division for a major accounting farm. Now he works as an independent consultant in the HR field, and is the author of numerous related books including A Handbook of Managment Techniques, Managing People and Performance Management in Organisations.