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Principles of Services Marketing 5th edition is an ideal introduction to this key marketing topic. Updated to include the most current examples and contemporary theory, this 5th edition has been comprehensively revised to ensure it is structured to cover the essential content for any services marketing course. New coverage in this edition includes a chapter on the growth and development of service brands, coverage of service productivity and the internet, plus innovation and new service development. Current examples and updated cases ensure that services marketing topics are clearly explained and illustrated and review questions and activities allow students to test their progress as they read the text.Biografía del autor:
Adrian Palmer is Professor of Marketing at Swansea University, UK, where he teaches Services Marketing and Customer Relationship Management.
His recent research at the University of Swansea has been concerned with factors that lead to successful buyer-seller relationships, in particular the role of service quality and communication.He has published widely in services marketing and related topics, including the tourism sector.
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Descripción McGraw-Hill Higher Education, 2007. Paperback. Condición: Brand New. 5th edition. 606 pages. 9.53x7.40x1.18 inches. In Stock. Nº de ref. del artículo: zk0077116275
Descripción McGraw-Hill Education, 2007. Condición: New. book. Nº de ref. del artículo: M0077116275