Services marketing
by
Kurtz, David L., 1941-
Title
:
Services marketing
Author
:
Kurtz, David L., 1941-
ISBN
:
9780471180340
Personal Author
:
Kurtz, David L., 1941-
Publication Information
:
New York, NY : J. Wiley & Sons, c1998.
Physical Description
:
xxii, 570 p. : ill. ; 25 cm.
Contents
:
Ch. 1. Introduction to Services Marketing -- Ch. 2. The Purchase Process for Services -- Ch. 3. Consumer Expectations of Services -- Ch. 4. Service Quality -- Ch. 5. Operations -- Ch. 6. People -- Ch. 7. Environment -- Ch. 8. Pricing -- Ch. 9. Distribution -- Ch. 10. Competitive Marketing Strategies -- Ch. 11. Managing Supply, Demand, and Productivity -- Ch. 12. Customer Retention -- Ch. 13. An Integrated Communications Program -- Case 1. Jefferson-Pilot Corporation -- Case 2. Autotest -- Case 3. Clifton, The Country Inn -- Case 4. ERG International, Inc. -- Case 5. Adult Day Care Center -- Case 6. Wright Airline Services Information Systems Organization -- Case 7. Eagle Crest Country Club -- Case 8. Apollo Hospitals of India (B).
Abstract
:
In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today's dynamic environment. Each chapter contains a short case that allows students an opportunity to apply the concepts of the chapter. All cases are real-world companies, from Scandinavian Airlines to Kinko's. Plus, Services in Action boxes in each chapter spotlight how real-world companies use the concepts. Finally, 8 comprehensive cases throughout the text require readers to integrate the concepts and theories they have learned.
Subject Term
:
Service industries -- Marketing.
Customer services.
Added Author
:
Clow, Kenneth E.
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| IIEMSA | General Books | 33168016066264 | 658.8 K97S 1998 | 1 |