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Table of contents (11 chapters)
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Front Matter
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Back Matter
Keywords
About this book
This book explains the issues, models and theories currently recognised as representing the sub-discipline of services marketing. Theory chapters are supported by a bank of original and substantial case studies written from a UK/European perspective. The case studies are a key feature of the text, giving an insight into the operation of service business not covered in the existing services marketing literature. They provide an opportunity to demonstrate how services marketing principles and frameworks can be applied to a vast range of commonly used small services, as well as to the large services.
Bibliographic Information
Book Title: Services Marketing
Book Subtitle: Text and Cases
Authors: Steve Baron, Kim Harris
DOI: https://doi.org/10.1007/978-1-349-24174-3
Publisher: Red Globe Press London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Steve Baron and Kim Harris 1995
Edition Number: 1
Number of Pages: XII, 254
Additional Information: Previously published under the imprint Palgrave
Topics: Marketing