This subject builds on existing marketing knowledge by increasing students' understanding and awareness of issues that are distinct to services. It examines marketing objectives and tasks for services and/or service divisions within companies and critically assesses current marketing approaches by service sector operators.

Topics covered include services marketing as a field of study; developing frameworks for services marketing; customer focus; the nature of service quality; creating and delivering new services; measurement of customer perceived quality; marketing to existing customers; marketing to your internal customer; managing the evidence; marketing communication and promotion of services; implementing a service marketing culture; and services marketing strategy.

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