- Item type
- Book
- Language
- anglais
- Pages
- xii, 660 p.
- Edition
- 3rd ed.
- Publication year
- 1996
- ISBN
- 0-13-455841-3
- Content notes
- PART ONE: UNDERSTANDING SERVICES --- Chapter 1. Distinctive aspects of services marketing --- Chapter 2. Developing frameworks --- Chapter 3. The customer experience --- Readings --- Cases --- PART TWO: STRATEGIC ISSUES IN SERVICES MARKETING --- Chapter 4. Positioning a service in the market place --- Chapter 5. Targeting customers and building relationships --- Chapter 6. Managing demand --- Readings --- Cases --- PART THREE: TOOLS FOR SERVICE MARKETERS --- Chapter 7. Creating and delivering services --- Chapter 8. Adding value to core products with supplementary services --- Chapter 9. Understanding costs and developing pricing strategy --- Chapter 10. Communicating and promoting services --- Readings --- Cases --- PART FOUR: CHALLENGES FOR SENIOR MANAGEMENT --- Chapter 11. Enhancing value by improving quality and productivity --- Chapter 12. Developing and managing the customer-service function --- Chapter 13. Organizing and implementing the marketing effort --- Chapter 14. Globalizing services marketing --- Readings --- Cases --- Appendix: Studying and learning from cases.
"Combining conceptual rigor with real-world and practical applications, this combination text/reader/casebook explores both concepts and techniques of marketing for a broad range of service categories and industries." - description from worldcat.
PART ONE: UNDERSTANDING SERVICES --- Chapter 1. Distinctive aspects of services marketing --- Chapter 2. Developing frameworks --- Chapter 3. The customer experience --- Readings --- Cases --- PART TWO: STRATEGIC ISSUES IN SERVICES MARKETING --- Chapter 4. Positioning a service in the market place --- Chapter 5. Targeting customers and building relationships --- Chapter 6. Managing demand --- Readings --- Cases --- PART THREE: TOOLS FOR SERVICE MARKETERS --- Chapter 7. Creating and delivering services --- Chapter 8. Adding value to core products with supplementary services --- Chapter 9. Understanding costs and developing pricing strategy --- Chapter 10. Communicating and promoting services --- Readings --- Cases --- PART FOUR: CHALLENGES FOR SENIOR MANAGEMENT --- Chapter 11. Enhancing value by improving quality and productivity --- Chapter 12. Developing and managing the customer-service function --- Chapter 13. Organizing and implementing the marketing effort --- Chapter 14. Globalizing services marketing --- Readings --- Cases --- Appendix: Studying and learning from cases..
