Services marketing : a strategic approach / Karen P. Gonçalves.
Material type: TextPublication details: Upper Saddle River, N.J. : Prentice Hall, 1998.Description: xiv, 225p. : ill., plans ; 24 cmISBN:- 9780131065277 (pbk.) :
- 0131065270
- 658.802 GON
- HD9981.5.G66 1998
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.802 GON (Browse shelf(Opens below)) | 1 | Available | 116031 |
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.