Services Marketing: Principles and Practice

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9780023905636: Services Marketing: Principles and Practice

This text with cases provides 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, and re-assesses 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: 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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Palmer, Adrian; Cole, Cathy
Published by Prentice Hall College Div (1995)
ISBN 10: 0023905638 ISBN 13: 9780023905636
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Book Description Prentice Hall College Div, 1995. Hardcover. Book Condition: New. 1. Bookseller Inventory # DADAX0023905638

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