Principles of Services Marketing
5th Edition
Published on 16. November 2007
Book
Paperback/Softback
624 pages
978-0-07-711627-9 (ISBN)
Description
Principles of Services Marketing 5th edition is an ideal introduction to this key marketing topic. Updated to include the most current examples and contemporary theory, this 5th edition has been comprehensively revised to ensure it is structured to cover the essential content for any services marketing course. New coverage in this edition includes a chapter on the growth and development of service brands, coverage of service productivity and the internet, plus innovation and new service development. Current examples and updated cases ensure that services marketing topics are clearly explained and illustrated and review questions and activities allow students to test their progress as they read the text.
More details
Edition
5th edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 246 mm
Width: 188 mm
Thickness: 41 mm
Weight
1120 gr
ISBN-13
978-0-07-711627-9 (9780077116279)
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 Marketing at Swansea University, UK, where he teaches Services Marketing and Customer Relationship Management. His recent research at the University of Swansea has been concerned with factors that lead to successful buyer-seller relationships, in particular the role of service quality and communication.He has published widely in services marketing and related topics, including the tourism sector.
Content
PrefaceAcknowledgementsGuided tour Part 1 - Service contexts1.WHAT IS SERVICES MARKETING?2.GROWTH AND THE DEVELOPMENT OF SERVICE BRANDS Part 2 - Defining the service3.THE SERVICE ENCOUNTER4.SERVICE PRODUCTIVITY AND THE INTERNET5.MAKING SERVICES ACCESSIBLE TO CONSUMERSPart 3 - Understanding consumers and developing new services 6.UNDERSTANDING SERVICES BUYING BEHAVIOUR7.RELATIONSHIPS, PARTNERSHIPS AND NETWORKS 8.INNOVATION AND NEW SERVICE DEVELOPMENTPart 4 - Refining the marketing strategy9.SERVICE QUALITY10.THE MARKETING IMPACTS OF SERVICES EMPLOYEES 11.THE PRICING OF SERVICES12.MANAGING DEMAND AND CAPACITY13.MANAGING COMMUNICATIONSPart 5 - Going global 14.INTERNATIONAL SERVICES MARKETING 15.CASE STUDYIndex of companies and brandsIndex of authors citedIndex of subjects