Principles of Services Marketing / Second Edition
Principles of Services Marketing / Second Edition
- 2nd
- Mcgraw Hill Book Company, 1998
- 374
This book provides a clear information to the principles and a sound foundation for more advanced study. Preface, What is Services Marketing, The Service Product, The Service Encounter, Services Buying Processes, Relationship Marketing and Customer Loyalty, Managing Marketing Information, Service Quality, The Marketing-Human Resource Management Interface, Making Services Accessible to Consumers, The Pricing of Services, Promoting Services, Managing the Marketing Effort, International Marketing of Services, References, Glossary, Index.
77094387
This book provides a clear information to the principles and a sound foundation for more advanced study. Preface, What is Services Marketing, The Service Product, The Service Encounter, Services Buying Processes, Relationship Marketing and Customer Loyalty, Managing Marketing Information, Service Quality, The Marketing-Human Resource Management Interface, Making Services Accessible to Consumers, The Pricing of Services, Promoting Services, Managing the Marketing Effort, International Marketing of Services, References, Glossary, Index.
77094387