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Macmillan Higher Education Palgrave Higher Education

Services Marketing

Text and Cases

Edition 2nd Edition
ISBN 9780230000537
Publication Date September 2002
Formats Ebook 
Publisher Palgrave

This fully updated new edition builds on the strengths of its successful predecessor whilst assimilating all key developments in the field since 1995. Thus it retains the lucid and accessible style of the first edition, together with the use of a wide range of illustrative examples and the inclusion of case studies of small service businesses. It also features additional theoretical content, greater coverage of developing technologies, including the internet, and a range of additional pedagogical features to provide comprehensive coverage of services marketing for those studying the subject at undergraduate or postgraduate level.

STEVE BARON is a Professor of Marketing at Liverpool Business School and also holds a chair in Services Marketing.

KIM HARRIS is Senior Lecturer in Marketing at Liverpool Business School.

Introduction
Setting the Context
Service Goals: Use of Metaphors
Service Encounters
Consumer Experiences
Service Design
Internal Marketing
Service Quality and Customer Satisfaction
Relationship Marketing
Service Profitability
Further Research Issues and Conclusion
Case Studies.

Reviews

This work is extremely well written and richly illustrated with stories, examples and cautionary tales. It promises to be a very good book.' - Karin Newman, Middlesex University Business School
'The authors' writing style is good, making the content easy to read…[it is] an interesting and valuable addition to the textbooks available…the style and tone is different and attractive.' - Richard Bentley, Southampton Business School
'...fresh, easy to read and lots of examples/experiences that I and students could relate to.' - Steve Worthington, Staffordshire University Business School
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