Principles of services marketing / Adrian Palmer.

By:

Palmer, Adrian

Material type:

TextPublication details: London ; New York : McGraw-Hill Education, 2014.Edition: Seventh editionDescription: xvi, 345 p. : ill. b&w ; 26 cmISBN:

9780077152345

Subject(s):

DDC classification:

658.8

Contents:

Ch. 1. What is services marketing? -- Ch. 2. Services systems -- Ch. 3. Managing the customer experience -- Ch. 4. Making services accessible to consumers -- Ch. 5. Relationships, partnerships and networks -- Ch. 6. Understanding services buyer behavior -- Ch. 7. Innovation and new service development -- Ch. 8. Developing service brands -- Ch. 9. Service quality -- Ch. 10. Engaging employees in service delivery -- Ch. 11. The pricing of services -- Ch. 12. Yield management: matching capacity with demand -- Ch. 13. Managing communications -- Ch. 14. Globalized services marketing.

Summary: Now in its seventh edition, Principles of Services Marketing has been revised and updated throughout to reflect the most recent developments in this fast-moving and exciting sector. With a stronger emphasis on emerging and global economies, it's been restructured to give clearer focus on key issues of efficiency, accessibility and customer experience. This authoritative text develops an indispensable framework for understanding services, their effective marketing and how this drives value creation.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	658.8 PAL pri (Browse shelf(Opens below))	Available	11327

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Previous	658.8 LAU e-c E-commerce :	658.8 LIN buy Buy-ology :	658.8 PAL int Introduction to marketing :	658.8 PAL pri Principles of services marketing /	658.8 PAR pla Platform revolution :	658.8 RYA und Understanding social media :	658.8 RYA und Understanding digital marketing :	Next

Includes index.

Ch. 1. What is services marketing? --
Ch. 2. Services systems --
Ch. 3. Managing the customer experience --
Ch. 4. Making services accessible to consumers --
Ch. 5. Relationships, partnerships and networks --
Ch. 6. Understanding services buyer behavior --
Ch. 7. Innovation and new service development --
Ch. 8. Developing service brands --
Ch. 9. Service quality --
Ch. 10. Engaging employees in service delivery --
Ch. 11. The pricing of services --
Ch. 12. Yield management: matching capacity with demand --
Ch. 13. Managing communications --
Ch. 14. Globalized services marketing.

Now in its seventh edition, Principles of Services Marketing has been revised and updated throughout to reflect the most recent developments in this fast-moving and exciting sector. With a stronger emphasis on emerging and global economies, it's been restructured to give clearer focus on key issues of efficiency, accessibility and customer experience. This authoritative text develops an indispensable framework for understanding services, their effective marketing and how this drives value creation.

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