Książki

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 andoffers an insight into the operation ofmany different service industries.

Services Marketing: Text and Cases

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