Baron / Harris / Hilton Services Marketing

Text and Cases
3rd Auflage 2008
ISBN: 978-1-137-16396-7
Verlag: Macmillan Education
Format: PDF
Kopierschutz: 0 - No protection

E-Book, Englisch, 376 Seiten, Ebook (PDF)

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 range of substantial international case studies and offers an insight into the operation of many different service industries.

Zielgruppe

Lower undergraduate

Autoren/Hrsg.

Baron, Steve

Harris, Kim

Hilton, Toni

Inhaltsverzeichnis

Introduction.- Setting the Context.- Service Goals: Use of Metaphors.- Service Encounters.- Consumer Experiences.- Service Design.- Internal Marketing.- Service Quality and Customer Satisfaction.- Relationship Marketing.- Service Profitability.- Further Research Issues and Conclusion.- Case Studies.- Index.

Über Autor(innen)

STEVE BARON is Professor of Marketing at Liverpool Business School, UK and also holds a chair in Services Marketing.KIM HARRIS is Professor of Marketing at The University of Lincoln Business School, UK.   TONI HILTON is Associate Dean for Research& Knowledge Transfer at Westminster Business School, UK.