Garcia, Leonardo R., Jr.

Services marketing : era of engagement / Leonardo R. Garcia, Jr., Enrique M. Soriano, III. - Quezon City : C & E Publishing Inc., 2017. - xx, 232 pages : illustrations ; 22 cm

Part I: Foundation of services marketing -- Marketing means change -- Services marketing and management -- Services marketing and physical goods marketing -- Growth of the service industry -- Engagement marketing -- Part II: The 8 Ps services marketing -- Probing -- Proposition -- Positioning -- Productivity -- Program -- Promotion -- Progression -- Postulation -- Appendices A. Business must embrace the ASEAN integration -- Appendices B. Shifting form CSR to CSV to ensure inclusive growth.

9789719806035 (pbk.)


Service industry--Marketing
Service industry--Management

HD9980.5 / G16 2017