Summer Semester 2008/09
Summer Semester 2009/10
Marketing of tourist and recreational services TNU02059
Course content:
Features of the services. The essence of marketing services. The segmentation of service market. Marketing mix in services. Product, price and processes in services. The client service. Model of six markets. The phases of the cycle of client activity. The client loyalty in services. Promotional and realizational relations. Internal marketing in service organization. The quality in service organization.
Learning outcomes:
The learning outcome will be realization of objectives indicated above and specifically, learning of full range of sunject issues.
(in Polish) Rodzaj przedmiotu
Course coordinators
Bibliography
a) basic references:
1. Rogoziński K., Nowy marketing usług, AE w Poznaniu, Poznań 1998
2. Dudkiewicz D., Marketing usług turystycznych, ALMAMER Wyższa Szkoła Ekonomiczna, Warszawa 2009
3. Payne A., Marketing usług, PWE, Warszawa 1997
4. Sargeant Adrian, “Marketing Management for Nonprofit Organizations”, Oxford University Press, wyd. drugie, New York 2005
b) supplementary references:
1. Daszkowska M., Usługi – produkcja, rynek, marketing, PWN, Warszawa 1998
2. Szulce H., Struktury i strategie w handlu, PWE, Warszawa 1998
3. Styś A., Marketing Usług, PWE, Warszawa 2003