Services possess several unique characteristics that require a distinctive approach to marketing strategy - both in its development and execution. A focus on the unique characteristics of the service environment, adapting marketing management concepts to the service business context, identifying and analysing the various components of the extended services marketing mix, discussing key issues concerning the management and measurement of service quality and customer satisfaction. Understanding the critical role of service personnel and customers with respect to service delivery, service failure and service recovery. Examination of relationship marketing. Appreciation of the overlap in... -- Course Website
Prerequisites: 9764 (v.8)<br/> Consumer Behaviour 201<br/> <br/> or any previous version
