Principles of Services Marketing

by Adrian Palmer (Author)

• Used

  Paperback
  2000

  $3.30

  The third edition of this well-established text provides students with an introduction to marketing to the services sector. It retains the rigour and clarity of the previous edition, but is brought right up-to-date with new data and contemporary illustrative examples. Due to the impact of internet technology in this sector of marketing, there is expanded coverage of e-commerce developments integrated into the book. To help students learn and revise key ideas, the text has been enhanced by colour design with key terms highlighted in the text, and study questions and summaries to test their understanding of each chapter.

• Used

  Paperback
  1994

  $3.30

  Principles of Services Marketing provides a comprehensive coverage of the issues involved in effective marketing within this highly varied and dynamic sector of the economy. The service sector is clearly differentiated from the primary and manufacturing sectors and its special characteristics addressed. These characteristics include: The central importance of personnel management in the provision of services. The need to maintain high quality and to reassure the purchaser of this quality. The immediacy of service provision and the involvement of the customer in the process. The importance of operations management in the services provision particularly in respect of demand management. The use of services to add value to tangible goods and vice versa. When appropriate traditional marketing concepts are employed in the analysis but the difficulties in the general application of these concepts is clearly acknowledged. Where necessary models and techniques specific to services marketing are developed. Principles of Services Marketing gives considerable attention to the specific needs of public sector services marketing and a final chapter assesses the problems and opportunities in the internationalisation of services. Mini cases are used to apply and illustrate the theory. Each chapter includes objectives and there are end of chapter questions. The text is ideal for all first time students of services marketing. Coverage of basic marketing concepts is included for those students who have not completed an initial course in general marketing but can be easily omitted by those who have.