Significantly 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.
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The Customer Experience
Developing Frameworks for Understanding
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advertising airline aquarium assets associated automated teller machines bank BCAE brand brand management British Airways brokerage Chris Lauzen Christopher H clients Club communication company California competitive competitors consumer contact personnel corporate costs customer service demand develop discount dramaturgical perspective dramaturgy Dunfey employees equipment evaluation executive Exhibit facilities franchise function GLIS Harvard Business School hospital increase industry interactive involved located Lovelock market segments marketing manager ment million offer operations organizational Palm Springs passengers perceived percent performance planning position problems profit promotion purchase Rancho Las Palmas responsible restaurants retail revenues sector selling service businesses service delivery service firms service organizations service quality ServiceMaster Services Marketing Shouldice specific staff strategy sumers summer target tasks tion tional Toronto-Dominion Bank trade U.S. Trust United vice York