Steve Baron, Kim Harris, Toni Hilton

Services Marketing (eBook, PDF)

Text and Cases

• Format: PDF

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 and offers an insight into the operation of many different service industries.

Produktdetails

• Verlag: Bloomsbury eBooks UK
• Seitenzahl: 376
• Erscheinungstermin: 18. Oktober 2018
• Englisch
• ISBN-13: 9781137163967
• Artikelnr.: 54782347

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