Principles of services marketing /
By: Palmer, Adrian
Material type:
BookPublisher: London : McGraw-Hill, c2011.Edition: 6th ed.Description: xvii, 525 p. : ill ; 26 cm.ISBN: 9780077129514Subject(s): Marketing management | Service industries -- Marketing| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 PA PR (Browse shelf) | Available | T0044721 |
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| 658.8 PA PR Principles of services marketing / | 658.8 PA PR Principles of services marketing / | 658.8 PA PR Principles of services marketing / | 658.8 PA PR Principles of services marketing / | 658.8 PE AP Applications in basic marketing : clippings from the popular business press / | 658.8 PE BA Basic marketing : a marketing strategy planning approach / | 658.8 PE BA Basic marketing : a global-managerial approach / |
Includes bibliographical references and index.
A comprehensive introduction for students taking a module in services marketing. It reflects the technological developments and their impact for services marketing. It includes increased coverage of the customer experience. It highlights Web 2.0 for peer-to-peer interaction. It focus on how the credit crunch impacts services marketing.
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.