Services Marketing: Text and Cases

ISBN-13: 9780230520936 / Angielski / Miękka / 2009 / 376 str.

Kim Harris

Opis

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.

Spis treści

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.

O autorze

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.