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Fundamentals of Services Marketing-MKT3304-01: Home

This Course Guide helps you identify some of the resources available at Mohammed VI Library. For more information please get in touch with Your Librarian whose contact information is listed below right.

Vocabulary list

Please use the vocabulary list below to search the library catalog, through the keyword function, to identify materials relevant to this course.

  • Marketing in services industries
  • Consumer behavior
  • Service concept
  • Product, distribution
  • Service strategy
  • Services marketing
  • Services pricing



"This course focuses on the distinctively different aspects concerned with marketing in services industries. Concepts will be illustrated using cases and examples from service industries such as banking, health care, financial planning, consulting, the professions and communications. Topics will include the nature of services, how consumer behavior relates to services, development of the service concept (including its value proposition, the product, distribution, pricing, and communications strategies), managing the interface between customers and the service organization, building customer loyalty and service recovery."

Library of Congress Classes and Subclasses

Please use the call number below to search the library catalog, through the Call Number function, to browse the library collection listing materials relevant to this course.

  • HD28-9999 Industries. Land use. Labor
  • HF5410-5417.5 Marketing. Distribution of products

Subject Guide