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Μάρκετινγκ υπηρεσιών

Gounaris, Spiros (2012) Μάρκετινγκ υπηρεσιών. Rosili, Athens. ISBN 9789607745293

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Abstract

The 2nd edition of his book "Marketing services" by Prof. S. Gounaris of the versions Rosili comes with the familiar, simple and mainly practice language writer to give the dimension of marketing in the case of intangible products / services offering a comprehensive strategic view that escapes the confines of the communication policy of a service business. Issues such as the management of quality and customer service, handling the firm's relationship with its employees in order to command this experience of customers, efficient organization procedures for the service along with those for the classic marketing mix are discussed within the design of an integrated marketing strategy that allows the reader to perceive and understand the specificity of marketing when the product is intangible and not a classical, production process . Given the importance of services (telecommunications, tourism, banking, etc.) for the Greek economy this book, especially today, is an irreplaceable tool not only for students of business administration and marketing but also business executives and businessman active in the provision of services.