Principles of services marketing
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Word Count
86,250 words, Guess
Page Count
345 pages
Identifiers
- Open LibraryOL1080784M
- ISBN-100077077466
- OCLC Control Number29844748
- OCLC Control Number30358573
- Library of Congress Control Number94004289
and 2 more
- Goodreads3641974
- LibraryThing114145
Classifications
- DDC658.8
- LCCHF5415.13 .P3242 1994
Description
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.
Description
"... Analyzes key issues in the marketing of services, focusing on the factors that differentiate the task of a services marketer from somebody involved in marketing goods. After defining and conceptualizing the diversity of services, the nature and consequences of core concepts such as intangibility, inseparability, perishability and variability are all addressed within the context of a revised services marketing mix. Particular emphasis is placed on analysing the service encounter and understanding service quality. One whole chapter considers issues in the increasingly important internationalization of services."--Back cover.
Subjects
Topics
Other Editions
- Principles of services marketing
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