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Services Marketing : Text and Cases by Steve Baron and Kim Harris is a book available to read on EtoBox.

What is Services Marketing : Text and Cases about?

xii, 254 pages : 25 cm "This book explains the issues, models and theories currently recognised as representing the subdiscipline of services marketing. Theory chapters are supported by a bank of original and substantial case studies written from a UK/European perspective. The case studies are a key feature of the text, giving an insight into the operation of a range of service businesses not covered in the existing services marketing literature. They provide the opportunity to demonstrate how services marketing principles and frameworks can be applied to a vast range of commonly used small services as well as to large service organisations. The book has been designed to support courses in services marketing for undergraduate, postgraduate or post-experience students."--Jacket 1. Introduction -- 2. Setting the Context -- 3. The Service Factory -- 4. Service Encounters -- 5. Service Design -- 6. Internal Marketing -- 7. Perceived Service Quality and Customer Satisfaction -- 8. Customer Retention and Relationship Marketing -- 9. Service Profitability -- 10. Findings from the Small Business Case Studies -- 11. Further Research Issues and Conclusions Includes bibliographical references

Author

Steve Baron and Kim Harris

Publisher

Macmillan Publishers Limited, Macmillan Distribution Limited [distributor

Published

1995

Language

EN

ISBN

9780230000537

Subjects

Management, Business, Marketing