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Services marketing : text and cases

Author: Steve Baron; Kim Harris
Publisher: Basingstoke : MacMillan Business, 1995.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:
"This book explains the issues, models and theories currently recognised as representing the subdiscipline of services marketing. Theory chapters are supported by a bank of original and substantial case studies written from a UK/European perspective. The case studies are a key feature of the text, giving an insight into the operation of a range of service businesses not covered in the existing services marketing  Read more...
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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Steve Baron; Kim Harris
ISBN: 033361836X 9780333618363 0333618378 9780333618370
OCLC Number: 34322470
Description: xii, 254 p. : ill. ; 25 cm.
Contents: 1. Introduction --
2. Setting the Context --
3. The Service Factory --
4. Service Encounters --
5. Service Design --
6. Internal Marketing --
7. Perceived Service Quality and Customer Satisfaction --
8. Customer Retention and Relationship Marketing --
9. Service Profitability --
10. Findings from the Small Business Case Studies --
11. Further Research Issues and Conclusions.
Responsibility: Steve Baron and Kim Harris.

Abstract:

"This book explains the issues, models and theories currently recognised as representing the subdiscipline of services marketing. Theory chapters are supported by a bank of original and substantial case studies written from a UK/European perspective. The case studies are a key feature of the text, giving an insight into the operation of a range of service businesses not covered in the existing services marketing literature. They provide the opportunity to demonstrate how services marketing principles and frameworks can be applied to a vast range of commonly used small services as well as to large service organisations. The book has been designed to support courses in services marketing for undergraduate, postgraduate or post-experience students."--BOOK JACKET.

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