Services Marketing: Principles and Practice
- ISBN-10
- 0023905638
- ISBN-13
- 9780023905636
- Series
- Services Marketing
- Pages
- 389
- Language
- English
- Published
- 1995
- Publisher
- Prentice Hall
- Authors
- Catherine Cole, Adrian Palmer
Description
This text with cases provides a contemporary overview of key issues in the marketing of services. It explores many issues that are familiar to students with a foundation in principles of marketing, and re-assesses these in the context of services. Up-to-date case studies and examples developed throughout chapters help students to fully appreciate those issues that are specific to services marketing: methods of defining the service offer; conceptualization, measurement and management of service quality; managing the employee input to the service offer and developing relationships with customers; and strategies to make services accessible.
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Other editions
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- 2021-10-15
- 684 pages
- Ebook
- World Scientific
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