Chapter 12. Services Marketing
Learning Objectives
- Explain the meaning of services marketing
- Describe the differences between marketing services and marketing products
- Describe the characteristics of a marketing orientation and its benefits
- Define key services marketing terminology
- Explain the PRICE concept of marketing
- Provide examples of the 8 Ps of services marketing
- Gain knowledge of key service marketing issues and trend
Original author: Ray Freeman and Kelley Glazer
Edited by: Garrett Stone
