Principles of services marketing
By: Adrian Palmer.
Publisher: McGraw-Hill; McGraw-Hill Book Co Ltd; Mcgraw Hill Book Co Ltd
Published: 1994
Place of publication: London; New York
Language: eng
Number of pages: 345
Subjects: Marketing -- Management.; Service industries -- Marketing.
Description: "... Analyzes key issues in the marketing of services, focusing on the factors that differentiate the task of a services marketer from somebody involved in marketing goods. After defining and conceptualizing the diversity of services, the nature and consequences of core concepts such as intangibility, inseparability, perishability and variability are all addressed within the context of a revised services marketing mix. Particular emphasis is placed on analysing the service encounter and understanding service quality. One whole chapter considers issues in the increasingly important internationalization of services."--Back cover.
Notes: Includes bibliographical references (p. [331]-340) and index.