The Marketing of Services: A Total Approach to Achieving Competitive Advantage (McGraw-Hill Marketing for Professionals,)

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.

Ken Irons is currently Chairman of KIA Management Consultants.