Steve Baron, Kim Harris, Toni Hilton

Services Marketing

Text and Cases

• Broschiertes Buch

Produktbeschreibung

Marketing is crucial in any industry: for service based organisations it's absolutely critical. This textbook looks at the issues, models and theories behind services marketing. It is supported by a range of substantial international case studies andoffers an insight into the operation ofmany different service industries.

Produktdetails

• Verlag: Macmillan Education
• 3. Aufl.
• Seitenzahl: 380
• Erscheinungstermin: 30. Dezember 2008
• Englisch
• Abmessung: 246mm x 189mm x 20mm
• Gewicht: 722g
• ISBN-13: 9780230520936
• ISBN-10: 0230520936
• Artikelnr.: 25143612

Autorenporträt

STEVE BARON is Professor of Marketing at Liverpool Business School, UK and also holds a chair in Services Marketing. KIM HARRIS is Professor of Marketing at The University of Lincoln Business School, UK. TONI HILTON is Associate Dean for Research& Knowledge Transfer at Westminster Business School, UK.

Inhaltsangabe

Introduction - Setting the Context - Service Goals: Use of Metaphors - Service Encounters - Consumer Experiences - Service Design - Internal Marketing - Service Quality and Customer Satisfaction - Relationship Marketing - Service Profitability - Further Research Issues and Conclusion - Case Studies - Index