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LANGLOIS,
Michel and TOCQUER, Gérard. "Marketing des Services;
le Défi Relationnel", Gaëtan Morin Éditeur,
Montréal, 1992.
Because of their specificities, service
organizations require particular strategies and commercial
actions. A wrong understanding of this principle can lead
to dreadful management errors.
In this book,
the authors describe services’ characteristics and define
the meaning of quality as seen by clients and customers. They
also emphasize the importance of client relations and its
influence on the competitive advantage as well as the three
marketing environments, namely internal, external, and transactional.
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