Wyniki wyszukiwania:

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.

Increasing attention has been paid in recent years to the marketing of services. This has been prompted by a recognition that services are an increasingly important sector of the economy and that they require a different approach to marketing. Consumers and Services approaches service marketing from a consumer perspective and draws together current understanding of service consumption from both an academic and practitioner point of view. This groundbreaking book is the first serious attempt to look at buyer behaviour in service sector industries and is suitable for graduate and advanced...