Services Marketing: Principles and Practice

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9780023905636: Services Marketing: Principles and Practice
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This is the first text and cases to provide a contemporary overview of key issues in the marketing of services. It explores many issues that are familiar to students with a foundation in principles of marketing--for example, promotion, pricing, marketing information, and management--reassessing these in the context of services. Up-to-date case studies and examples developed throughout chapters help students to fully appreciate those issues that are specific to services marketing--including methods of defining the service offer, conceptualization, measurement and management of service quality, managing the employee input to the service offer and developing relationships with customers and strategies to make services accessible.

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Adrian Palmer, Catherine Cole
Published by Prentice Hall College Div (1995)
ISBN 10: 0023905638 ISBN 13: 9780023905636
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Adrian Palmer; Catherine Cole
Published by Prentice Hall College Div (1995)
ISBN 10: 0023905638 ISBN 13: 9780023905636
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