Greg Clarke - Marketing a Service for Profit

Cover

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Marketing a Service for Profit

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A PRACTICAL GUIDE TO KEY SERVICE MARKETING CONCEPTS

GREG CLARKE

IN ASSOCIATION WITH

Marketing

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To Moni

First published in 2000

Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses:

Greg Clarke, 2000

The right of Greg Clarke to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988.

British Library Cataloguing in Publication Data

A CIP record for this book is available from the British Library.

ISBN 0 7494 1919 9

Typeset by Jean Cussons Typesetting, Diss, Norfolk

Printed and bound in Great Britain by Clays Ltd, St Ives plc

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My thanks to Dave Woolf for creating and producing the cartoons. I would also like to thank Dennis Mellers for reading the draft manuscripts and for providing such positive feedback and useful comments about the content. I am also indebted to the various editors at Kogan Page for their patience!

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The secret of getting ahead is getting started. (Mark Twain)

If your business is totally service based, if you provide facilities for use by customers, or if you provide a level of service to your customer along with goods or any type of product, this book is for you. It is hoped that the book will also provide an interesting and useful adjunct to more formal text books for anyone studying marketing or business studies at any level.

Marketing a Service for Profit is not a text book of theories; it is a handbook of practical marketing concepts, techniques and strategies needed for success. Every attempt has been made by the author to help the reader lift the ideas and techniques from the page, rather than trying to just set them down in print. By the end of the book you will have not only gained a good grasp of proven marketing concepts and techniques that apply to marketing a service, but also be in a position to selectively employ them for profit. Key points are identified at each relevant stage and Action points start you moving in the right direction.