Services marketing : text and cases

著者

• Baron, Steve
• Harris, Kim
• Hilton, Toni

書誌事項

Services marketing : text and cases

Steve Baron, Kim Harris, Toni Hilton

Palgrave Macmillan, 2009

3rd ed

• : pbk

注記

Includes bibliographical references and index

内容説明・目次

内容説明

Marketing is crucial in any industry: for service based organisations it's absolutely critical. This textbook looks at the issues, models and theories behind services marketing. It is supported by a range of substantial international case studies and offers an insight into the operation of many different service industries.

目次

Introduction.- Setting the Context.- Service Goals: Use of Metaphors.- Service Encounters.- Consumer Experiences.- Service Design.- Internal Marketing.- Service Quality and Customer Satisfaction.- Relationship Marketing.- Service Profitability.- Further Research Issues and Conclusion.- Case Studies.- Index.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA88843970
• ISBN:
  • 9780230520936
• LCCN: 2008046589
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: New York
• ページ数/冊数: xvii, 358 p.
• 大きさ: 25 cm
• 分類:
  • LCC : HD9980.5
  • DC22 : 658.8
• 件名:
  • LCSH : Service industries -- Marketing
  • LCSH : Service industries -- Marketing -- Case studies