Service Industries Marketing: New Approaches

ISBN-13: 9780714644394 / Angielski / Miękka / 1998 / 174 str.

Gillian Hogg; Mark Gabbott

Opis

This volume covers a wide spectrum of topics, service contexts and methodologies and reflects the broad range of services research. Its aim is to provide an eclectic overview of services marketing by including papers that demonstrate the breadth and depth of research in this area, and it reflects the international scope and the strength of the discipline as we enter 2000.

Spis treści

The advertising of services - consumer views versus normative guidelines; the buying centre - patterns of structure and interaction in primary health care; segmenting financial services markets for customer relationships - a portfolio-based approach; relationship marketing in corporate legal services; contextualising - technology, relationships and time in a financial services virtual organization; communicative staging of the wilderness servicescape; assessing the theatrical components of the service encounter - a cluster analysis examination; parental choice of primary school - an application of Q-methodology; the use of mystery shopping in the measurement of service delivery; abstracts.

O autorze

Edited by Gabbott, Mark; Hogg, Gillian