Global Trends in Service Marketing

Contents: Preface. 1. Introduction. 2. The secret of service marketing. 3. Service, marketing and secondary co-operatives. 4. Services marketing mix in library and information centres. 5. Tourism marketing: a service marketing perspective. 6. Trends in service marketing research. 7. Service marketing in  banking sector. 8. Services marketing in Asia: a content analysis. 9. Internal marketing on service quality within collegiate recreational sport. 10. Medical tourism: a cutting edge. 11. Does internal marketing improve service quality in call centres. 12. Corporate marketing and service brands. 13. Service marketing in banking sector and recent perceptions in marketing. Bibliography. Index.

Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communication and business development. It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return.

Marketing is used to identify the customer, to keep the customer, and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. (jacket)