Principles of Services Marketing

Adrian Palmer

575 pages, parution le 01/12/2004 (4^eme édition)

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Résumé

Rigorous and comprehensive, Principles of Services Marketing is the ideal introduction to this key marketing topic. Updated to include the most current examples and contemporary theory, this 4th edition is structured to cover the essential content for any services marketing course.

New content

In addition to the previous edition's much praised content, the book now includes coverage of the following topical issues:

Service security
Service failure
Computer-mediated services
Marketing and the Internet
Post-purchase evaluation

15 case studies

With 8 brand new cases and 7 updated cases, the book covers the most varied examples of services marketing to give readers the broadest range of applications. New cases include:

Starbucks in Israel
Domino's franchisees
Tourism marketing oTCI Friday's
Affinity credit card marketing

Student-friendly features

Written to guide students through all of the services issues they'll encounter, this text is academically rigorous while retaining a student-friendly structure. Vignettes highlight the theory in practice, chapter questions challenge student learning, and cases with case questions provide the necessary discussion points. Key terms with end-of-chapter glossaries help students build knowledge chapter-by-chapter, and further reading sections give all of the references required for further study.

L'auteur - Adrian Palmer

Adrian Palmer is Professor of Services Marketing at University of Gloucester Business School.

Sommaire

Preface
Acknowledgements
Guided tour
Technology to enhance learning and teaching
What is services marketing?
The service offer
The service encounter
Services buying processes
Relationship marketing and customer loyalty
Managing knowledge
Service positioning and targeting
Service quality
Making services accessible to consumers
The pricing of services
Promoting services
The marketing impacts of services employees
Managing capacity
International marketing of services
Case study : CD Marketing Services
Index of companies and brands
Index of authors cited
Index of subjects

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Adrian Palmer
Parution	01/12/2004
Édition	4^eme édition
Nb. de pages	575
Format	19 x 24,5
Couverture	Broché
Poids	1252g
Intérieur	Noir et Blanc
EAN13	9780077107949
ISBN13	978-0-07-710794-9