BACHELOR OF BUSINESS (INTERNATIONAL BUSINESS) WITH HONOURS

With the rise in deregulated service-based economies in developed countries over the last 40 years, an understanding of the marketing of services is essential to the marketing student, researcher and practitioner. This four-volume collection is structured around the evolution of services marketing scholarship from 1970 to the present, giving an unprecedented, detailed account of the relationship between the theory and practice of services marketing and the changing social, economic and technical environments over time. Each volume takes a distinct time period and theme as its subject. Volumes One to Three offer the last word on services marketing research of the 20th century, with volume Four looking towards a unified marketing approach for the current century. Volume One: The Development of Ideas for the Marketing of Services describes the evolutionary stages of research that established the credibility of services marketing. Volume Two: The Creation of the Sub-Discipline of Services Marketing covers the period in which service marketing became recognised as a sub-discipline of marketing, with its own boundaries and debates. Volume Three: A Focus on Customer Experience and the Changing Roles of Customers and Consumers discusses the scholarship of the late twentieth-century which started to foreshadow changing consumer experiences brought about by technology. Volume Four: Towards a Unifying Marketing Approach through Service treats the service-dominant logic of marketing with a focus on the debates seeking to eliminate the division between business-to-business marketing and business-to-consumer marketing.

Service Marketing in Ghana focuses on important service and customer management themes like the nature of services and their marketing challenges, challenges to the attainment of customer-oriented business cultures in Ghana, the building of business-to-business relationships, development of service marketing strategies; as well as knowing, assessing and managing your customers. The book provides important tips on raising the customer orientation culture of all businesses operating in Ghana. The book is written for junior, mid-level and senior management personnel across all organisations and business associations in Ghana; and Africa. It is also written for students who aspire to be practising managers one day. It is a must read and is especially highly recommended for professionals in diverse sectors aspiring to become service champions. Sectors that are likely to benefit from the book include the NGO community, banking, ICT, education, engineering, hospitality, manufacturing, health, public administration, public sector, insurance, aviation, microfinance, shipping, postal and courier services. Service Marketing in Ghana, a maiden publication of the Centre for Sustainability and Enterprise Development at the University of Ghana Business School, is jointly published with Adonis & Abbey Publishers (London).