With a rigorous and comprehensive approach, Principles of Services Marketing 4/e provides readers with the ideal introduction to this key marketing topic. This new edition includes the most up-to-date examples and most relevant theory, and is structured to cover the content that is most essential to those taking any services marketing course.
Adrian Palmer is Professor of Services Marketing at the University of Gloucestershire Business School.
Chapter One: What Is Services Marketing?
Chapter Two: The Service Offer
Chapter Three: The Service Encounter
Chapter Four: Services Buying Processes
Chapter Five: Relationship Marketing And Customer Loyalty
Chapter Six: Managing Knowledge
Chapter Seven: Service Positioning And Targeting
Chapter Eight: Service Quality
Chapter Nine: Making Services Accessible To Consumers
Chapter Ten: The Pricing Of Services
Chapter Eleven: Promoting Services
Chapter Twelve: The Marketing Impacts Of Services Employees
Chapter Thirteen: Managing Capacity
Chapter Fourteen: International Marketing Of Services
Chapter Fifteen: Full length case study: Circular
Distributors Marketing Services
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*New line in marketing mobile phones
*Creating a drama at TGI Fridays
*Coffee to go is no go for Israeli consumers
*Is there credit in a relationship?
*Click here for visitors to Carmarthenshire
*Will 3G phone promoters learn from Telepoint?
*To guarantee or not to guarantee?
*Dominos cooks up millionaire franchisees
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*Co-op bank smiles with ethical promotion
*Direkt Anlage Bank AG
*Cultural change needed to manage hotel yields more effectively
*Call centres and data create hope for new service economy in less developed countries