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Services Marketing - David L. Kurtz

Paperback Published: 4th September 1997
ISBN: 9780471180340
Number Of Pages: 592

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Services Marketing This practical guide is the first to take a behavioral/managerial approach to one of the fastest growing fields in marketing: services marketing! In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today's dynamic environment. Each chapter contains a short case that allows students an opportunity to apply the concepts of the chapter. All cases are real-world companies, from Scandinavian Airlines to Kinko's. Plus, Services in Action boxes in each chapter spotlight how real-world companies use the concepts. Finally, 8 comprehensive cases throughout the text require readers to integrate the concepts and theories they have learned. Services Marketing Homepage Check it Out! Sample tests Answers to Discussion Questions Links to services companies and articles PowerPoint slides www.wiley.com/college

THE FOUNDATIONS OF SERVICES MARKETING.

Introduction to Services Marketing.

The Purchase Process for Services.

Consumer Expectations of Services.

Service Quality.

MANAGING THE SERVICE OUTCOME.

Operations.

People.

Environment.

Pricing.

Distribution.

SERVICES STRATEGIES.

Competitive Marketing Strategies.

Managing Supply, Demand, and Productivity.

Customer Retention.

An Integrated Communications Program.

Cases.

Indexes.

ISBN: 9780471180340
ISBN-10: 0471180343
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 592
Published: 4th September 1997
Country of Publication: US
Dimensions (cm): 24.7 x 19.4  x 3.2
Weight (kg): 1.21
Edition Number: 1