Services Marketing

Text and Cases

  • Authors
  • SteveĀ Baron
  • KimĀ Harris
Book

Table of contents

  1. Front Matter
    Pages i-xii
  2. Steve Baron, Kim Harris
    Pages 1-10
  3. Steve Baron, Kim Harris
    Pages 11-20
  4. Steve Baron, Kim Harris
    Pages 21-47
  5. Steve Baron, Kim Harris
    Pages 48-75
  6. Steve Baron, Kim Harris
    Pages 76-125
  7. Steve Baron, Kim Harris
    Pages 126-157
  8. Steve Baron, Kim Harris
    Pages 158-189
  9. Steve Baron, Kim Harris
    Pages 190-211
  10. Steve Baron, Kim Harris
    Pages 212-226
  11. Steve Baron, Kim Harris
    Pages 227-234
  12. Steve Baron, Kim Harris
    Pages 235-241
  13. Back Matter
    Pages 242-254

About this book

Introduction

This book explains the issues, models and theories currently recognised as representing the sub-discipline of services marketing. Theory chapters are supported by a bank of original and substantial case studies written from a UK/European perspective. The case studies are a key feature of the text, giving an insight into the operation of service business not covered in the existing services marketing literature. They provide an opportunity to demonstrate how services marketing principles and frameworks can be applied to a vast range of commonly used small services, as well as to the large services.

Keywords

design marketing relationship marketing Service Design

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Telecommunications
Consumer Packaged Goods