Marketing de los servicios

Synopsis of Marketing de los servicios

«Marketing de los servicios» is a marketing manual by Ildefonso Grande Esteban, published by ESIC Editorial in paperback (364 pages, in Spanish).

The book analyzes the economic reasons for the growth of the services sector and the application of marketing in companies that provide them. It also explains how services, companies and consumers relate, and develops the marketing mix and the steps to plan strategy in this type of organization.

It corresponds to the third revised and updated edition, published in April 2000 and belonging to the Business and Economics area.

Aimed at students and professionals of marketing, business administration and economics with an interest in the services sector.