TY  - BOOK
AU  - Palmer,Adrian
TI  - Principles of services marketing
SN  - 9780077077464 :
U1  - 658.8 PAL 
PY  - 1994///
CY  - London, New York
PB  - McGraw-Hill
KW  - Marketing
KW  - Management
KW  - Service industries
KW  - Sales & marketing
KW  - thema
KW  - Hospitality & service industries
N1  - Includes bibliographical references and index; 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
N2  - 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
ER  -