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Services Marketing
ISBN: 9780134558417 | 0134558413
Edition: 3rdFormat: Hardcover
Publisher: Prentice Hall Professional Technical Reference
Pub. Date: 1/1/1996
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Leading graduate/undergraduate text in services marketing, incorporating text, cases and readings. Fully revised and updated reflecting increasing importance of the service sector.
| Preface | vii | ||||
| About the Author and Contributors | xi | ||||
| Part I: Understanding Services | 1 | (162) | |||
| 1 | (25) | |||
| 26 | (22) | |||
| 48 | (115) | |||
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| 69 | (7) | |||
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| 76 | (21) | |||
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| 97 | (9) | |||
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| 106 | (16) | |||
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| 122 | (5) | |||
| 127 | (14) | |||
| 141 | (9) | |||
| 150 | (13) | |||
| Part II: Strategic Issues in Services Marketing | 163 | (148) | |||
| 163 | (21) | |||
| 184 | (20) | |||
| 204 | (107) | |||
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| 224 | (4) | |||
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| 228 | (4) | |||
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| 232 | (13) | |||
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| 245 | (9) | |||
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| 254 | (14) | |||
| 268 | (13) | |||
| 281 | (12) | |||
| 293 | (18) | |||
| Part III: Tools for Service Marketers | 311 | (149) | |||
| 311 | (26) | |||
| 337 | (24) | |||
| 361 | (15) | |||
| 376 | (84) | |||
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| 398 | (4) | |||
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| 402 | (7) | |||
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| 409 | (9) | |||
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| 418 | (4) | |||
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| 422 | (9) | |||
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| 431 | (11) | |||
| 442 | (4) | |||
| 446 | (5) | |||
| 451 | (9) | |||
| Part IV: Challenges for Senior Management | 460 | (185) | |||
| 460 | (30) | |||
| 490 | (18) | |||
| 508 | (26) | |||
| 534 | (111) | |||
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| 562 | (11) | |||
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| 573 | (9) | |||
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| 582 | (12) | |||
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| 594 | (8) | |||
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| 602 | (12) | |||
| 614 | (14) | |||
| 628 | (5) | |||
| 633 | (12) | |||
| Appendix: Studying and Learning From Cases | 645 | (4) | |||
| Selected Bibliography | 649 | (2) | |||
| Index | 651 |
