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Services marketing : a strategic approach / Karen P. Gonçalves.

By: Material type: TextTextPublication details: Upper Saddle River, N.J. : Prentice Hall, 1998.Description: xiv, 225p. : ill., plans ; 24 cmISBN:
  • 9780131065277 (pbk.) :
  • 0131065270
Subject(s): DDC classification:
  • 658.802 GON
LOC classification:
  • HD9981.5.G66 1998
Contents:
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.
Holdings
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.

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