Principles of services marketing
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 cred...
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| Format: | Book |
| Language: | English |
| Published: |
London :
McGraw-Hill ,
c2011
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| Edition: | 6th ed |
| Subjects: |
Table of Contents:
- 1. What is services marketing?
- 2. The service encounter
- 3. Service efficiency and effectiveness in the internet age
- 4. Making services accessible to consumer
- 5. Understanding services accessible to consumer
- 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 : matching capacity with demand
- 13. Managing communications
- 14. Globalized services marketing