Services marketing : text and cases.
Title:
Services marketing : text and cases.
Author:
Baron, Steve (J. Steve)
ISBN:
9780230520936
Personal Author:
Edition:
3rd ed. / Steve Baron, Kim Harris and Toni Hilton.
Publication Information:
Basingstoke : Palgrave Macmillan, c2009.
Physical Description:
xvii, 358 p. : ill. ; 25 cm.
General Note:
Previous ed.: published as by Steve Baron and Kim Harris. Basingstoke: Palgrave, 2003.
Contents:
Introduction -- The contemporary context -- Service goals: the use of metaphors -- Customer interactions in services -- Consumer experiences -- Service design -- Service employees as operant resources -- Service quality and customer satisfaction -- Relationship marketing -- Service profitability -- Future research issues -- Case studies.
Abstract:
"We all consume services as part of our everyday life. In the USA, Western Europe, Australasia and Japan consumers spend more on services than on tangible goods: around 75% of the gross domestic product." "Services Marketing looks at the issues, models and theories that shape these industries. Each chapter is supported by topical news clippings and professional insights that reveal how the value of service industries can be driven by marketing." "Services Marketing is an essential resource for undergraduate and postgraduate students of marketing, and practitioners working in service industries."--BOOK JACKET.