Services Marketing: Principles and Practice

Palmer, Adrian; Cole, Catherine

ISBN 10: 0023905638 / ISBN 13: 9780023905636

Published by Prentice Hall, 1995

About this Item

Book is in very good condition and may include minimal underlining highlighting. The book can also include "From the library of" labels. May not contain miscellaneous items toys, dvds, etc. . We offer 100% money back guarantee and 24 7 customer service.

Seller Inventory # ZEV.0023905638.VG

Bibliographic Details

• Title: Services Marketing: Principles and Practice
• Publisher: Prentice Hall
• Publication Date: 1995
• Language: English
• ISBN 10: 0023905638
• ISBN 13: 9780023905636
• Binding: Hardcover
• Condition: very_good

About this title

Synopsis

An integrated text and cases approach to issues in the marketing of services. Case studies and examples illustrate concepts such as defining the service offer, measurement and management of service quality, employee input, relationships with customers, and creating strategies to make services accessible. Includes material on international services, decision making, and emerging challenges in service quality and relationship marketing. Includes b&w photos and a glossary. Annotation copyright Book News, Inc. Portland, Or.

From the Publisher

This is the first text and cases to provide 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--for example, promotion, pricing, marketing information, and management--reassessing 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--including 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.