This is the first text and cases to provide a contemporary overview of key issues in the marketing of services. It explores many issues that are familiar to students with a foundation in principles of marketing--for example, promotion, pricing, marketing information, and management--reassessing these in the context of services. Up-to-date case studies and examples developed throughout chapters help students to fully appreciate those issues that are specific to services marketing--including methods of defining the service offer, conceptualization, measurement and management of service quality, managing the employee input to the service offer and developing relationships with customers and strategies to make services accessible.
"Sobre este título" puede pertenecer a otra edición de este libro.
Descripción Prentice Hall College Div, 1995. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería M0023905638