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Services Marketing : Text and Cases - Steve Baron

Services Marketing

Text and Cases

Paperback Published: 15th January 2009
ISBN: 9780230520936
Number Of Pages: 358

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Marketing is crucial in any industry: for service based organizations 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. Companion Website: http: //www.palgrave.com/business/baron3e/

'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, School of Business and Economics, University of Wales Swansea, UK. 'This book should be read by all academics, students and practitioners interested in service marketing. It is rich in models, theories and cases and offers an insight into the operations of many different service industries.' - Prof Okoso-Amaa, Dar es Salaam Business School, Mzumbe University, Tanzania. 'Services Marketing 3rd Edition is packed full of interesting, up-to-date case studies from all over the world. It is written in a refreshing style that peppers theory with practical scenarios. It is a tremendous read as the examples bring the book to life.' - Alexandra J. Kenyon, Chartered Marketer, Centre for Hospitality and Retailing, Leeds Metropolitan University, UK. 'The authors have clearly developed and updated sections to provide a better understanding of how services today conduct their business. Both the 'Postcards from Practice' and the 'It's in the News' articles are excellent new additions.' - David Ratcliffe, Senior Lecturer in Marketing, Northampton Business School, UK. 'Services Marketing 3rd edition is relevant, topical and student friendly. With its in-depth case studies, and novel features: ' It's in the News' and 'Postcards from Practice', it should prove a popular text for lecturers and students'. - Isabelle Szmigin, Professor of Marketing, Birmingham Business School, The University of Birmingham, UK. 'An excellent combination of real world case studies and service marketing theory. Good for practitioners and students alike.' - Simon Kelly, Senior Lecturer in Marketing, Sheffield Hallam University, UK.

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
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780230520936
ISBN-10: 0230520936
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 358
Published: 15th January 2009
Publisher: SPRINGER VERLAG GMBH
Country of Publication: GB
Dimensions (cm): 24.5 x 18.8  x 2.0
Weight (kg): 0.72
Edition Number: 3
Edition Type: Revised