Cambridge Marketing Handbook: Services: Services Marketing in the Age of Awareness - Hardcover

Hatcher, Andrew

Hardcover

ISBN 10: 0749470771 ISBN 13: 9780749470777

Publisher: Kogan Page, 2014

Synopsis

There are only two categories of purchases that people can make - products or services. Each, by their very nature, demands a different approach to marketing and sales. The Cambridge Marketing Handbook: Process - Services takes a fresh look at the world of marketing of services (the Servicescape) as the world transitions from the Information Age into what is being called the Age of Awareness, a period where individuals move away from information browsing and collection to the application of knowledge, emotion and responsibility to consumption, production and relationships. This book will use these changes to highlight the impact they will have on the marketing of services, with a specific focus on the role or people and processes in delivering success.

About this title

About the Author

Andrew Hatcher is the Managing Director of The Applied Knowledge Network and the author of several books on management and marketing. He has a long history of assisting with the identification, development and management of innovative solutions within large and small companies across the business spectrum.  He is the creator of the MAPP coaching system, which has been used by hundreds of companies. Hatcher has worked with a wide range of companies including SMBs, larger corporations including Eversheds, Statoil and Yell as well as nonprofits such as Relate and Working Knowledge.

Edition details

• Publisher: Kogan Page
• Publication date: 2014
• Language: English
• ISBN 10: 0749470771
• ISBN 13: 9780749470777
• Binding: Hardcover
• Number of pages: 200