Services marketing : text and cases
Author(s)
Bibliographic Information
Services marketing : text and cases
（Macmillan business）
Macmillan, 1995
- : pbk
- : hard
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Note
Includes bibliographical references (p. 242-250) and index
Description and Table of Contents
Description
This book explains the issues, models and theories currently recognised as representing the sub-discipline of services marketing. Theory chapters are supported by a bank of original and substantial case studies written from a UK/European perspective. The case studies are a key feature of the text, giving an insight into the operation of service business not covered in the existing services marketing literature. They provide an opportunity to demonstrate how services marketing principles and frameworks can be applied to a vast range of commonly used small services, as well as to the large services.
Table of Contents
Preface - Introduction - The 'Services' Covered - The Service Factory - Service Encounters - Service Design - Internal Marketing - Perceived Service Quality and Customer Satisfaction - Relationship Marketing - Service Profitability - Summary of Managerial Implications - Further Research Issues and Conclusions
by "Nielsen BookData"