The third edition of this well-established text provides students with an introduction to marketing to the services sector. Due to the impact of internet technology in this sector of marketing, there is expanded coverage of e-commerce developments integrated into the book.
Aimed at Services Marketing elective modules taught at undergraduate levels 3 and 4 an on MBA and MA marketing degrees, this edition of this well established text provides students with an introduction to marketing to the service sector. The new edition retains the rigor and clarity of the previous edition but is bought up-to-date with new data and illustrative examples, expanded/integrated coverage of the Internet and e-commerce developments and improved pedagogical and design features.
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1. WHAT IS SERVICES MARKETING? 2. THE SERVICE OFFER 3. THE SERVICE ENCOUNTER 4. SERVICES BUYING PROCESSES 5. RELATIONSHIP MARKETING AND CUSTOMER LOYALTY 6. MANAGING KNOWLEDGE 7. SERVICE POSITIONING AND TARGETING 8. SERVICE QUALITY 9. MAKING SERVICES ACCESSIBLE TO CONSUMERS 10. THE PRICING OF SERVICES 11. PROMOTING SERVICES 12. INTERNAL MARKETING 13. MANAGING CAPACITY 14. MANAGING THE MARKETING EFFORT 15. INTERNATIONAL MARKETING OF SERVICES 16 .INTEGRATIVE CASE STUDY-CIRCULAR DISTRIBUTORS MARKETING SERVICES GLOSSARY REFERENCES INDEX OF COMPANIES AND BRANDS INDEX OF AUTHORS CITED INDEX OF SUBJECTS INDEX
Principles of Services Marketing by Adrian Palmer
Used - Very Good
McGraw-Hill Education - Europe
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