Services Marketing and Management
- Audrey Gilmore - University of Ulster, Ireland
Unlike many textbooks on services marketing this book puts services management and delivery in context. Firstly, it explores the effect of organizational structures, management styles, internal marketing and management competencies on service management decision making and implementation. Secondly, Services Marketing and Management considers detailed examples of not-for-profit and for-profit service organizations and service delivery.
Finally, this text addresses contemporary issues for services managers and speculates on some of the challenges for the future of services marketing.
This textbook is designed for postgraduate and MBA students of services management and services marketing courses as well as undergraduates.
The book is a relatively short but concise guide to the offering of services. Its clear speech and structure quickly help to understand what is needed do market any services.
Personally, I liked the chapter about non-profit services: short, straightforward and focused on the essentials.
The index could be enlarged by referring to similar keywords (e.g. "value" does not appear but "Service value" does).
A helpful overview of Service Marketing and Management
Not very student friendly
