Principles of Services Marketing

Autorentext

Adrian Palmer is Professor of Marketing at the School of Business and Economics, University of Wales, Swansea UK.

Klappentext

6th edition. Offers a comprehensive and contemporary introduction for students taking a module in services marketing. Fully updated and revised throughout, it reflects the latest technological developments and their impact.

Inhalt

1.What is services marketing?

2.The service encounter

3.Service efficiency and effectiveness in the internet age

4.Making services accessible to consumers

5.Understanding services buyer behaviour

6.Relationships, partnerships and networks

7.Innovation and new service development

8.Developing service brands

9.Service quality

10.Engaging employees in service delivery

11.The pricing of services

12.Yield Management - Managing demand and capacity effectively

13.Managing communications

14.Globalised services marketing