Palmer, Adrian. <br/><br/>
Principles of services marketing / 
Adrian Palmer. 
 - London ;  New York :  McGraw-Hill,  c1994. 
 - xvi,345pepbk. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Chapter 1.what are services? -- Chapter 2.what is marketing -- Chapter 3.strategic marketing planning -- Chapter 4.managing the marketing effort -- Chapter 5.analysis and researching services markets -- Chapter 6.the service product -- Chapter 7.managing the service encounter -- Chapter 8.service quality -- Chapter 9.managing the human element of the service offer -- Chapter 10.making services accessible -- Chapter 11.pricing of services -- Chapter 12.promoting services -- Chapter 13.international marketing of services. 
<br/><br/> Provides comprehensive coverage of the issues involved in effective marketing within this varied and dynamic sector of the economy. The service sector is clearly differentiated from the primary and manufacturing sectors and its special characteristics addressed. 
<br/><br/><label>ISBN: </label>9780077077464 :  £18.95 0077077466 :  Đ18.95 
<br/><br/><label>LCCN: </label>94004289 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management<br/>Service industries--Marketing<br/>Sales & marketing<br/>Hospitality & service industries
<br/><br/><label>Subjects--Index Terms: </label>Service industries  Marketing 
<br/><br/><label>Dewey Class. No.: </label>658.8 PAL