TY  - BOOK
AU  - Gonçalves,Karen P.
TI  - Services marketing: a strategic approach 
SN  - 9780131065277 (pbk.) :
AV  - HD9981.5.G66 1998 
U1  - 658.802 GON 
PY  - 1998///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - Service industries
KW  - United States
KW  - Marketing
KW  - Case studies
KW  - Business and Management
KW  - ukslc
KW  - Customer services
KW  - thema
KW  - Sales & marketing
N1  - 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
ER  -