Adrian Palmer

Principles of Services Marketing

• Broschiertes Buch

Produktbeschreibung

Develops an indispensable framework for understanding services, their effective marketing and how this drives value creation. This book reflects the importance of marketing for public services and not-for-profit organizations. It includes chapters on service systems and the experiential aspects of service consumption.

Produktdetails

• Verlag: McGraw-Hill Higher Education
• 7. Aufl.
• Seitenzahl: 554
• Erscheinungstermin: 16. Januar 2014
• Englisch
• Abmessung: 261mm x 197mm x 25mm
• Gewicht: 974g
• ISBN-13: 9780077152345
• ISBN-10: 0077152344
• Artikelnr.: 39448004

Autorenporträt

Adrian Palmer is Professor of Marketing at ESC Rennes,France, a Grand Ecole which has been listed in the Financials Times rankings of the World's Top 50 schools for Masters in Management programmes.

Inhaltsangabe

1. What is services marketing?
2. Services systems
3. Managing the customer experience
4. Making services accessible to consumers
5. Relationships, partnerships and networks
6. Understanding services buyer behavior
7. Innovation and new service development
8. Developing service brands
9. Service quality
10. Engaging employees in service delivery
11. The pricing of services
12. Yield management: matching capacity with demand
13. Managing communications
14. Globalized services marketing