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

License

Icon for the Creative Commons Attribution 4.0 International License

Introduction to Tourism Copyright © 2020 by NSCC is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

Share This Book