Services Marketing Text and Cases 1st Edition by Steve Baron, Kim Harris 0333777921 9780333777923
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Product details:
ISBN 10: 0333777921
ISBN 13: 9780333777923
Author: Steve Baron, Kim Harris
This text has been substantially updated to cover all the most recent developments in services marketing, such as technological advances, and to make sure that the case studies and examples are as relevant and current as possible.
Table of contents:
Introduction
Setting the Context
Service Goals
Use of Metaphors
Service Encounters
Consumer Experiences
Service Design
Internal Marketing
Service Quality and Customer Satisfaction
Relationship Marketing
Service Profitability
Further Research Issues and Conclusion
Case Studies
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Tags: Steve Baron, Kim Harris, Services, Marketing