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Principles of Services Marketing

By Adrian Palmer

Product Image: Principles of Services Marketing

Principles of Services Marketing

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Description
Now in its seventh edition, Principles of Services Marketing has been revised and updated throughout toreflect the most recent developments in this fast-moving and exciting sector. With a stronger emphasis onemerging and global economies, it's been restructured to give clearer focus on key issues of efficiency,accessibility and customer experience. This authoritative text develops an indispensable framework forunderstanding services, their effective marketing and how this drives value creation. Key Features .Opening vignettes introduce a chapter's key themes with short examples that present topics in familiar, everyday scenarios students can relate to .Longer case studies feature well-known companies and provide an opportunity to analyse real-life scenarios and apply understanding .'In Practice' vignettes drawn from services organizations from around the world and how services are delivered and experienced by customers .'Thinking Around the Subject' boxes examine the operational challenges of putting theory in to practice .'Summary & links to other chapters' reinforce the main topics covered and how they fit within the wider context of services marketing to improve overall understanding of the subject .Expanded coverage of key topics such as service dominant logic, servicescapes and the use of social media explore the latest theory and practice .Reflects the importance of marketing for public services and not-for-profit organizations .Includes new chapters on service systems and the experiential aspects of service consumption.
Product details
Binding:
Paperback
Edition:
7
Number of Pages:
554
Release Date:
2014-01-16
Publication Date:
2014-01-16
Publisher:
McGraw-Hill Education - Europe
Languages:
Original: English
ISBN10:
0077152344
ISBN13:
9780077152345
Weight:
980 g
Height:
197 cm
Width:
261 cm
Thickness:
25 cm

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The items bear minimal signs of past use, such as light scratches or memories in the form of markings. These signs of wear give the items a charming character and tell stories of their previous owners, while not affecting their functionality.
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