Services marketing : a strategic approach /
Gonçalves, Karen P.
Services marketing : a strategic approach / Karen P. Gonçalves. - Upper Saddle River, N.J. : Prentice Hall, 1998. - xiv, 225p. : ill., plans ; 24 cm.
Includes bibliographical references and index.
Part I. BACKGROUND, INTRODUCTION TO 'SERVICES' MARKETING: Chapter 1. Setting the Stage to Study Services Marketing. -- Chapter 2. The Services Marketing Mix. -- Chapter 3. Classifying Service Businesses -- Part II. THE SERVICES MARKETING MIX: Chapter 4. Unique Aspects of Services: People, Processes, Physical Evidence and the Role of Quality -- Chapter 5. Pricing Strategies for Services -- Chapter 6. The Role of Distribution for Services. -- Chapter 7. The Communications Mix: Strategies That Work for Services.-- Part III. DEVELOPING AND IMPLEMENTING SERVICE STRATEGIES -- CHapter 8. Segmentation, Targeting and Positioning through Research -- Chapter 9. Developing and Implementing Effective Services Strategies -- Chapter 10. Services Marketing in 2000 and 2005: Projections and Ideas -- Part IV. CASES AND EXPERIENTIAL EXERCISES -- Chapter 11. Stewart Leonard -- Chapter 12. Developing and Maintaining Quality -- Chapter 13. Euro Ceramics -- Chapter 14. Pay-Per-View TV. 15. Speedy's Instant Press. 16. MFA Council. 17. Amy DoLittle. 18. Hills Estates. 19. Case Appendix.
9780131065277 (pbk.) : £23.95 0131065270
97034892
Service industries--Marketing--United States--Case studies
Service industries--Marketing--United States
Service industries--Marketing
Marketing.
Business and Management.
Customer services
Sales & marketing
HD9981.5.G66 1998
658.802 GON
Services marketing : a strategic approach / Karen P. Gonçalves. - Upper Saddle River, N.J. : Prentice Hall, 1998. - xiv, 225p. : ill., plans ; 24 cm.
Includes bibliographical references and index.
Part I. BACKGROUND, INTRODUCTION TO 'SERVICES' MARKETING: Chapter 1. Setting the Stage to Study Services Marketing. -- Chapter 2. The Services Marketing Mix. -- Chapter 3. Classifying Service Businesses -- Part II. THE SERVICES MARKETING MIX: Chapter 4. Unique Aspects of Services: People, Processes, Physical Evidence and the Role of Quality -- Chapter 5. Pricing Strategies for Services -- Chapter 6. The Role of Distribution for Services. -- Chapter 7. The Communications Mix: Strategies That Work for Services.-- Part III. DEVELOPING AND IMPLEMENTING SERVICE STRATEGIES -- CHapter 8. Segmentation, Targeting and Positioning through Research -- Chapter 9. Developing and Implementing Effective Services Strategies -- Chapter 10. Services Marketing in 2000 and 2005: Projections and Ideas -- Part IV. CASES AND EXPERIENTIAL EXERCISES -- Chapter 11. Stewart Leonard -- Chapter 12. Developing and Maintaining Quality -- Chapter 13. Euro Ceramics -- Chapter 14. Pay-Per-View TV. 15. Speedy's Instant Press. 16. MFA Council. 17. Amy DoLittle. 18. Hills Estates. 19. Case Appendix.
9780131065277 (pbk.) : £23.95 0131065270
97034892
Service industries--Marketing--United States--Case studies
Service industries--Marketing--United States
Service industries--Marketing
Marketing.
Business and Management.
Customer services
Sales & marketing
HD9981.5.G66 1998
658.802 GON