Principles of Services Marketing - Couverture souple

Palmer, Adrian

Couverture souple

ISBN 10 : 0077077466 ISBN 13 : 9780077077464

Editeur : McGraw-Hill Professional, 1994

Synopsis

Principles of Services Marketing provides a comprehensive coverage of the issues involved in effective marketing within this highly varied and dynamic sector of the economy. The service sector is clearly differentiated from the primary and manufacturing sectors and its special characteristics addressed. These characteristics include: The central importance of personnel management in the provision of services. The need to maintain high quality and to reassure the purchaser of this quality. The immediacy of service provision and the involvement of the customer in the process. The importance of operations management in the services provision particularly in respect of demand management. The use of services to add value to tangible goods and vice versa. When appropriate traditional marketing concepts are employed in the analysis but the difficulties in the general application of these concepts is clearly acknowledged. Where necessary models and techniques specific to services marketing are developed. Principles of Services Marketing gives considerable attention to the specific needs of public sector services marketing and a final chapter assesses the problems and opportunities in the internationalisation of services. Mini cases are used to apply and illustrate the theory. Each chapter includes objectives and there are end of chapter questions. The text is ideal for all first time students of services marketing. Coverage of basic marketing concepts is included for those students who have not completed an initial course in general marketing but can be easily omitted by those who have.

A propos du livre

Présentation de l'éditeur

Today, more people in the western world earn a living from producing services than making manufactured goods. Now in its sixth edition, Principles of Services Marketing offers a comprehensive and contemporary introduction for students taking a module in services marketing. Fully updated and revised throughout, it reflects the latest technological developments and their impact for services marketing.

New for this edition….

•Increased coverage of the customer experience •Highlights Web 2.0 for peer-to-peer interaction.

•More on social networking sites and mobile internet

•Focus on how the credit crunch impacts services marketing

•Emphasis on ecological issues and their implications for marketing services

Biographie de l'auteur

Adrian Palmer is Professor of Marketing at the School of Business and Economics, University of Wales, Swansea UK.

Détails de l'édition

• Éditeur: McGraw-Hill Professional
• Date d'édition: 1994
• Langue: anglais
• ISBN 10: 0077077466
• ISBN 13: 9780077077464
• Reliure: Broché
• Nombre de pages: 360
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible