Services Marketing

Text and Cases

Steve Baron, Kim Harris, Toni Hilton (Autoren)

Buch | Softcover

376 Seiten

2008 | 3rd edition
Red Globe Press (Verlag)
9780230520936 (ISBN)

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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.

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.

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.

Erscheint lt. Verlag	30.12.2008
Sprache	englisch
Maße	189 x 246 mm
Gewicht	680 g
Themenwelt	Sozialwissenschaften ► Soziologie ► Allgemeine Soziologie
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-13	9780230520936 / 9780230520936
Zustand	Neuware