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Services Marketing: Text and Cases

By: Baron, SteveContributor(s): Harris, KimMaterial type: Text

TextPublication details: Basingstoke : MacMillan Business, 1995Description: xii, 254 pages : illustrationsISBN: 9780333618370; 0333618378 Subject(s): Service industries -- MarketingDDC classification: 658.8

Contents:

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.

Summary: "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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Holdings
Item 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

Total holds: 0

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Previous	658.8 ACE Successful Marketing Communications: A Practical Guide to Planning and Implementation	658.8 ARM Marketing : an introduction	658.8 BAI Marketing	658.8 BAR Services Marketing: Text and Cases	658.8 BEA Marketing, principles & perspectives	658.8 BOW Strategic Marketing Channel Management	658.8 CER Marketing & People Management - Level III (Managerial Level)	Next

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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