n African Journal of Business and Economic Research - Marketing of Services : A Managerial Perspective, Robert Hinson : book review

Volume 2, Issue 1
  • ISSN : 1750-4554
  • E-ISSN: 1750-4562


Marketing of Services: A Managerial Perspective is a service marketing book that covers important service management issues including the nature of service demand, handling service complaints; customer retention; service failures and recovery and measurement of service quality among others. This is a unique book that follows through on the conceptual and practical problems associated with marketing issues facing businesses in Africa. The author is very clear about his perception of marketing of service. He seeks to find a verifiable hypothesis by first defining services and its characteristics and what differentiates services from goods and then proceeds to analyze service marketing concepts. This analysis then enables the author to address important service marketing issues such as improving employee morale; internal marketing practices; using service as a major strategic differentiator of service delivery among others. Moreover, the author covers all the basic topic areas traditionally associated with services marketing.

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