Principles of Services Marketing
6th Edition
Published on 16. January 2011
Book
Paperback/Softback
368 pages
978-0-07-712951-4 (ISBN)
Description
Today, more people in the western world earn a living from producing services than making manufactured goods. Now in its sixth edition, Principles of Services Marketing offers a comprehensive and contemporary introduction for students taking a module in services marketing. Fully updated and revised throughout, it reflects the latest technological developments and their impact for services marketing.
New for this edition....
*Increased coverage of the customer experience *Highlights Web 2.0 for peer-to-peer interaction.
*More on social networking sites and mobile internet
*Focus on how the credit crunch impacts services marketing
*Emphasis on ecological issues and their implications for marketing services
New for this edition....
*Increased coverage of the customer experience *Highlights Web 2.0 for peer-to-peer interaction.
*More on social networking sites and mobile internet
*Focus on how the credit crunch impacts services marketing
*Emphasis on ecological issues and their implications for marketing services
More details
Edition
6th edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
Adult education
Illustrations
Illustrations
Dimensions
Height: 267 mm
Width: 201 mm
Thickness: 31 mm
Weight
1130 gr
ISBN-13
978-0-07-712951-4 (9780077129514)
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 the School of Business and Economics, University of Wales, Swansea UK.
Content
1.What is services marketing?
2.The service encounter
3.Service efficiency and effectiveness in the internet age
4.Making services accessible to consumers
5.Understanding services buyer behaviour
6.Relationships, partnerships and networks
7.Innovation and new service development
8.Developing service brands
9.Service quality
10.Engaging employees in service delivery
11.The pricing of services
12.Yield Management - Managing demand and capacity effectively
13.Managing communications
14.Globalised services marketing
2.The service encounter
3.Service efficiency and effectiveness in the internet age
4.Making services accessible to consumers
5.Understanding services buyer behaviour
6.Relationships, partnerships and networks
7.Innovation and new service development
8.Developing service brands
9.Service quality
10.Engaging employees in service delivery
11.The pricing of services
12.Yield Management - Managing demand and capacity effectively
13.Managing communications
14.Globalised services marketing