Services MarketingSignificantly revised, restructured, and updated to reflect the challenges facing service managers in the 21st century, this book combines conceptual rigor with real world examples and practical applications. Exploring both concepts and techniques of marketing for an exceptionally broad range of service categories and industries, the & Sixth Edition reinforces practical management applications through numerous boxed examples, eight up-to-date readings from leading thinkers in the field, and 15 recent cases. For professionals with a career in marketing, service-oriented industries, corporate communication, advertising, and/or public relations. |
Contents
UNDERSTANDING SERVICES | 1 |
The Customer Experience | 12 |
Developing Frameworks for Understanding | 24 |
Copyright | |
14 other sections not shown
Common terms and phrases
activities advertising airline approach associated average bank brand calls capacity changes clients communication competitive consumer continued corporate costs courses customers delivered delivery demand develop direct effective employees equipment evaluation example executives EXHIBIT expectations experience facilities Figure firm function hospital important improve increase industry instance interactive involved located major marketing ment million nature offer operations organization percent performance period personnel planning position problems profit promotion purchase regional relations representatives responsible result segments selling served service quality Services Marketing shows specific staff standards strategy tasks tion trade understanding United vice York