Principles of Services Marketing
4th Edition
Published on 16. December 2004
Book
Paperback/Softback
448 pages
978-0-07-710794-9 (ISBN)
Description
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.
More details
Edition
4th edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 249 mm
Width: 191 mm
Thickness: 34 mm
Weight
1230 gr
ISBN-13
978-0-07-710794-9 (9780077107949)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Adrian Palmer is Professor of Services Marketing at the University of Gloucestershire Business School.
Content
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 ServicesCase 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
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 ServicesCase 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