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Services marketing : text and cases

Author: Steve Baron; Kim Harris; Toni Hilton
Publisher: Basingstoke, Hampshire ; New York, NY : Palgrave Macmillan, 2009.
Edition/Format:   Book : English : 3rd edView all editions and formats
Database:WorldCat
Summary:
A look at the issues, models and theories behind services marketing, supported by a range of international case studies across a raft of industries.
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Genre/Form: Case studies
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Steve Baron; Kim Harris; Toni Hilton
ISBN: 9780230520936 0230520936
OCLC Number: 237885777
Description: xvii, 358 p. : ill. ; 25 cm.
Contents: Introduction --
The contemporary context --
Service goals: the use of metaphors --
Customer interactions in services --
Consumer experiences --
Service design --
Service employees as operant resources --
Service quality and customer satisfaction --
Relationship marketing --
Service profitability --
Future research issues --
Case studies.
Responsibility: Steve Baron, Kim Harris, Toni Hilton.
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Abstract:

Marketing is crucial in any industry: for service based organisations it's absolutely critical. This textbook looks at the issues, models and theories behind services marketing. It is supported by a  Read more...

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'A well written and accessible text, rigorously underpinned with theory and copious references. I particularly liked the emphasis on small scale businesses.' - Adrian Palmer, Professor of Marketing, Read more...

 
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