This edition combines coverage of key topics in services marketing with a variety of articles selected from such areas as marketing, organisational behaviour, operations management, and strategy literature. The balance of text and readings apparent in the fourth edition highlights the increased emphasis on services in the marketing field. Coverage of key topics is combined with state-of-the-art readings and the integration of real-world examples in each chapter. With emphasis on contemporary ethical and international issues in services marketing, this text remains an invaluable source of learning in this field. Features: * "Services in Action" boxed features integrate real-world service examples in every chapter. * Text emphasises contemporary ethical and international issues in services marketing. * Bateson's classic structure is seen through the coverage of key topics in services marketing combined state-of-the-art readings in the field. * An excellent variety of articles have been selected from areas such as marketing, organisational behaviour, operations management, and strategy literature. The marketing implications of all topics are emphasised in the textual material. * New Chapters: "The Service Operations", "The Physical Setting", "Competing as a Service Firm: Generic Competitive Strategies", "Customer Satisfaction System", "Service Recovery", and "The Customer Retention System". * Completely rewritten Chapter 3 "Understanding the Service Operation"
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Book Description Dryden Press, 1996. Paperback. Book Condition: Good. Previous owners name inside front page. Good condition book. Good condition is defined as: a copy that has been read but remains in clean condition. All of the pages are intact and the cover is intact and the spine may show signs of wear. The book may have minor markings which are not specifically mentioned. Most items will be dispatched the same or the next working day. Bookseller Inventory # mon0003664516
Book Description Dryden Press, 1996. Paperback. Book Condition: Used; Acceptable. Ships from the UK within 24 hours. Previous owners Annotations/Inscriptions. Bookseller Inventory # BBI2043985
Book Description Dryden Press, 1996. Book Condition: Fair. This book has soft covers. Ex-library, With usual stamps and markings, In fair condition, suitable as a study copy. Bookseller Inventory # 3347296
Book Description Paperback. Book Condition: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Bookseller Inventory # GOR003680965
Book Description Dryden Press, 1996. Paperback. Book Condition: Used: Good. We ship International with Tracking Number! May not contain Access Codes or Supplements. Buy with confidence, excellent customer service! j. Bookseller Inventory # 0030154723D