Services Marketing: Text and Cases
Baron, Steve
Services Marketing: Text and Cases - Basingstoke : MacMillan Business, 1995. - xii, 254 pages : illustrations ;
Includes index
1. Introduction --
2. Setting the Context --
3. The Service Factory --
4. Service Encounters --
5. Service Design --
6. Internal Marketing --
7. Perceived Service Quality and Customer Satisfaction --
8. Customer Retention and Relationship Marketing --
9. Service Profitability --
10. Findings from the Small Business Case Studies --
11. Further Research Issues and Conclusions.
"This book explains the issues, models and theories currently recognised as representing the subdiscipline 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 a range of service businesses not covered in the existing services marketing literature. They provide the 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 large service organisations. The book has been designed to support courses in services marketing for undergraduate, postgraduate or post-experience students."--Jacket.
9780333618370 0333618378
Service industries -- Marketing.
658.8 / BAR
Services Marketing: Text and Cases - Basingstoke : MacMillan Business, 1995. - xii, 254 pages : illustrations ;
Includes index
1. Introduction --
2. Setting the Context --
3. The Service Factory --
4. Service Encounters --
5. Service Design --
6. Internal Marketing --
7. Perceived Service Quality and Customer Satisfaction --
8. Customer Retention and Relationship Marketing --
9. Service Profitability --
10. Findings from the Small Business Case Studies --
11. Further Research Issues and Conclusions.
"This book explains the issues, models and theories currently recognised as representing the subdiscipline 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 a range of service businesses not covered in the existing services marketing literature. They provide the 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 large service organisations. The book has been designed to support courses in services marketing for undergraduate, postgraduate or post-experience students."--Jacket.
9780333618370 0333618378
Service industries -- Marketing.
658.8 / BAR