Principles of Services Marketing - Couverture souple

Palmer, Professor Adrian

Couverture souple

ISBN 10 : 0077094344 ISBN 13 : 9780077094348

Editeur : McGraw-Hill Publishing Co., 1998

Synopsis

Covering management of the service counter and recovery from service failure, customer care, and information as a source of competitive advantage, this text is introduced by a discussion of the difference between goods and service marketing. The overall strategy here is the focus on service industries and HRM, specific to service applications. One case study per chapter is a feature of this edition, and these are taken from newspaper articles written to stress basic principles and to reduce perishability with time.

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 Publishing Co.
• Date d'édition: 1998
• Langue: anglais
• ISBN 10: 0077094344
• ISBN 13: 9780077094348
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 340
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible