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Principles of Services Marketing By Adrian Palmer

Principles of Services Marketing
by Professor Adrian Palmer

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Provides an introduction to services marketing. This work includes examples and theory. It covers useful content for those taking a services marketing course.
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Principles of Services Marketing Summary


Principles of Services Marketing by Professor Adrian Palmer

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.

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About Professor Adrian Palmer


Adrian Palmer is Professor of Services Marketing at the University of Gloucestershire Business School.

Table of Contents


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

Case list
*Old MacDonald had a farm-and a service business too
*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
*Manchester to London for GBP19 - or GBP286
*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

Additional information

GOR002644073
Principles of Services Marketing by Professor Adrian Palmer
Professor Adrian Palmer
Used - Very Good
Paperback
McGraw-Hill Education - Europe
2004-12-01
448
0077107942
9780077107949
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.