(eBook PDF) Principles of Services Marketing 7th Edition by Palmer, Adrian – Digital Ebook – Instant Delivery Download
product details:
- ISBN-10 : 9780077152345
- ISBN-13 : 978-0077152345
- Author: Adrian Palmer
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.
table of contents:
1. What is services marketing?
2. Services systems
3. Managing the customer experience
4. Making services accessible to consumers
5. Relationships, partnerships and networks
6. Understanding services buyer behavior
7. Innovation and new service development
8. Developing service brands
9. Service quality
10. Engaging employees in service delivery
11. The pricing of services
12. Yield management: matching capacity with demand
13. Managing communications
14. Globalized services marketing
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