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Principles of Services Marketing By Adrian Palmer

Principles of Services Marketing
by Adrian Palmer

In Stock
£5.49
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.
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Principles of Services Marketing Summary


Principles of Services Marketing by Adrian Palmer

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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Table of Contents


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

Additional information

GOR001201252
Principles of Services Marketing by Adrian Palmer
Adrian Palmer
Used - Very Good
Paperback
McGraw-Hill Education - Europe
2000-12-01
360
0077097483
9780077097486
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.