The author examines the role of marketing in public organisations and looks at the perspective of marketing in creating value for different organisational stakeholders.

This is an introductory text on public services management which provides a comprehensive overview of the subject matter from a management perspective. It contains case material from the "Financial Times", personal profiles and vignettes in order to put the subject in a real-life setting.

After looking at the specific nature of services and the peculiarities of managing services, the three sides of service management are discussed extensively in this book. Concepts and frameworks are followed by case studies and examples.

Helps you emphasize the essential uniqueness of service management. This title is organized in four parts: Understanding Services; Designing the Service Enterprise; Managing Service Operations; and Quantitative Models for Service Management.