A practical, intensive grounding in the special techniques for marketing your services. Designed for the manager of a company that is either in the service sector (eg. tourism, design, financial services, medical healthcare) or that uses services (eg. training) to gain a competitive advantage.A special exercise completes each chapter and the book ends with a sample workbook for use in training staff in customer service.
Author(s): Ian Ruskin-Brown
Year: 2006
Language: English
Pages: 260
The author......Page 5
Introduction......Page 11
ONE Why service? Fostering the firm’s most valuable asset......Page 16
TWO What is a service?......Page 40
THREE The why and where of service......Page 56
FOUR Competing in time (CIT)......Page 68
FIVE The service product and its positioning......Page 82
SIX Service is a people business......Page 110
SEVEN Making the service tangible......Page 122
EIGHT Process (delivering the service)......Page 150
NINE Managing service resources......Page 176
TEN Segmenting a service market......Page 192
ELEVEN Promoting a service......Page 210
TWELVE Pricing a service......Page 234
THIRTEEN Seriously seeking the feedback......Page 252
INDEX......Page 265
Contents......Page 7
