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Services Marketing: Principles and Practice By Adrian Palmer, Catherine Cole
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- Sales Rank: #11837082 in Books
- Published on: 1995-02-02
- Original language: English
- Number of items: 1
- Dimensions: 9.75" h x 7.50" w x 1.00" l,
- Binding: Hardcover
- 480 pages
From the Publisher
This is the first text and cases to provide a contemporary overview of key issues in the marketing of services. It explores many issues that are familiar to students with a foundation in principles of marketing--for example, promotion, pricing, marketing information, and management--reassessing these in the context of services. Up-to-date case studies and examples developed throughout chapters help students to fully appreciate those issues that are specific to services marketing--including methods of defining the service offer, conceptualization, measurement and management of service quality, managing the employee input to the service offer and developing relationships with customers and strategies to make services accessible.
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