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Services Marketing
Adrian PalmerCatherine Cole
其他書名
Principles and Practice
出版Prentice Hall, 1995
主題Business & Economics / Advertising & PromotionBusiness & Economics / Marketing / GeneralBusiness & Economics / Sales & Selling / GeneralBusiness & Economics / Industries / Service
ISBN00239056389780023905636
URLhttp://books.google.com.hk/books?id=H-sJAQAAMAAJ&hl=&source=gbs_api
註釋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.