TY  - BOOK
AU  - Palmer Adrian
TI  - Principles of Services Marketing / Second Edition
SN  - 77094387
PY  - 1998///
PB  - Mcgraw Hill Book Company
N2  - 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
ER  -