| Description |
xiii, 225 pages : illustrations ; 24 cm |
| Contents |
Pt. 1. Background, Introduction to Services Marketing. Ch. 1. A Definition of Services Marketing. Ch. 2. The Services Marketing Environment. Ch. 3. Classifying Service Businesses -- Pt. 2. The Services Marketing Mix. Ch. 4. Unique Aspects of Services: Participants, Processes, Physical Evidence and the Role of Quality. Ch. 5. Pricing Strategies in Service Industries. Ch. 6. The Role of Distribution in the Service Sector. Ch. 7. The Communications Mix: Strategies that Work for Services -- Pt. 3. Developing and Implementing Service Strategies. Ch. 8. Segmentation, Targeting, and Positioning through Research. Ch. 9. Developing and Implementing Effective Services Strategies. Ch. 10. Services Marketing Beyond 2000: Projections and Ideas -- Pt. 4. Cases and Experiential Exercises |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Service industries -- United States -- Marketing -- Case studies.
|
|
Service industries -- United States -- Marketing.
|
| LC no. |
97034892 |
| ISBN |
0131065270 |
|
