Services marketing : text and cases
Author(s)
Bibliographic Information
Services marketing : text and cases
Palgrave Macmillan, 2009
3rd ed
- : pbk
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Note
Includes bibliographical references and index
Description and Table of Contents
Description
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.
Table of Contents
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.
by "Nielsen BookData"
