TY  - BOOK
AU  - Palmer,Adrian
TI  - Principles of services marketing
SN  - 9780077152345
U1  - 658.8 
PY  - 2014///
CY  - London, New York
PB  - McGraw-Hill Education
KW  - Marketing
KW  - Management
KW  - Service industries
N1  - 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
N2  - 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
ER  -