Explain the term Services Marketing and Relationship Marketing.
Understand the advantages of relationship marketing
Identify explicit stratagems for integrating customer-oriented perspective into an organization’s [health institutions] operations.
List some of the sources of customer [client/patient] value.Identify key elements in managing customer’s experience: trust, commitment, satisfaction and loyalty
Introduction
The greatest difficulty in writing an academic book about marketing is that people already know much about the subject.
Typically, people associate marketing with advertising or selling but while there is no doubt that marketing practice definitely encompasses both, there is much more to the subject than a narrow focus on either advertising or selling might suggest.
The true scope of the subject is astonishing and a central aim is to provide a flavour of the diverse nature of marketing. Another key aim is to ensure that your knowledge of marketing is built on solid foundations.
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