Services Marketing: Text and Cases

Autor Steve Baron, Kim Harris, Toni Hilton

en Limba Engleză Paperback – 29 dec 2008

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.

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Specificații

ISBN-13: 9780230520936
ISBN-10: 0230520936
Pagini: 376
Ilustrații: 50 black & white tables, 30 diagrames
Dimensiuni: 189 x 246 x 20 mm
Greutate: 0.73 kg
Ediția:Revizuită
Editura: Bloomsbury Publishing
Colecția Red Globe Press
Locul publicării:London, United Kingdom

Caracteristici

An engaging companion website Authors that are well-respected authorities on the topic

Notă biografică

STEVE BARON is Professor of Marketing at Liverpool Business School, UK and also holds a chair in Services Marketing.KIM HARRIS is Professor of Marketing at The University of Lincoln Business School, UK. TONI HILTON is Associate Dean for Research& Knowledge Transfer at Westminster Business School, UK.

Cuprins

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.

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