TY  - BOOK
AU  - Palmer,Adrian
TI  - Principles of services marketing
SN  - 9780077116279
AV  - HF5415.13 .P3242 2008
PY  - 2008///
CY  - London, New York
PB  - McGraw-Hill
KW  - Marketing
KW  - Management
KW  - Service industries
N1  - includes index; Includes bibliographical references (p. [331]-340) and index; What is services marketing? -- The service offer -- The service encounter -- Services buying processes -- Relationship marketing and customer loyalty -- Managing knowledge -- Service positioning and targeting -- Service quality -- Making services accessible to consumers --The pricing of services -- Promoting services -- Internal marketing -- Managing capacity -- Managing the marketing effort -- International marketing of services -- Integrative case study-circular distributors -- Marketing services
ER  -