Principles of services marketing / Adrian Palmer.
Material type: TextPublication details: London : McGraw-Hill, c2008.Edition: 5th edDescription: xviii, 606 p. : ill. ; 25 cmISBN:- 9780077116279:
- 0077116275 (pbk.)
- 658.8
- .P3242 2008
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CW018
Previous ed.: 2005.
Includes bibliographical references and index.
What is services marketing? -- Growth and the development of service brands -- The service encounter -- Service productivity and the internet -- Making services accessible to consumers -- Understanding services buying behaviour -- Relationships, partnerships and networks -- Innovation and new service development -- Service quality -- The marketing impacts of services employees -- The pricing of services -- Managing demand and capacity -- Managing communications -- International services marketing
Covering management of the service counter and recovery from service failure, customer care, and information as a source of competitive advantage, this text is introduced by a discussion of the difference between goods and service marketing.
48.37