Services Marketing: Text and Cases
Material type: TextPublication details: Basingstoke : MacMillan Business, 1995Description: xii, 254 pages : illustrationsISBN: 9780333618370; 0333618378 Subject(s): Service industries -- MarketingDDC classification: 658.8Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
Lending Books | Main Library Stacks | Reference | 658.8 BAR (Browse shelf(Opens below)) | Available | 004745 |
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.
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