Includes bibliographical references and index.

1. The service revolution -- 2. Marketing in the service context -- 3. The customer in the service -- 4. Marketing the relationship -- 5. Service cultures -- 6. Segmentation in services -- 7. A strategic framework -- 8. Business development planning -- 9. Products, pricing and brands -- 10. Service quality and value -- 11. Planning the delivery -- 12. Market research -- 13. Key factors in implementation -- 14. Key factors in communication -- 15. Organizing for the market -- 16. International marketing.

Published in association with the Marketing Society.

Two out of three people are employed in service-providing organizations, and yet most management and marketing techniques are geared towards the manufacturing industry. The Marketing of Services highlights the growing importance of service companies in today's economy and shows clearly the crucial distinction between service and services. It explores the role of marketing in the service environment - not just as specialist tasks but as an integrated business process. Written in five accessible sections from the 'ground up', the author targets the service situation without the shackles of manufacturing thinking and experience. By skillfully blending theory, experience and illustration throughout, Ken Irons offers a clear picture of each of the processes suitable to market services successfully.