Service Industries Marketing: New Approaches

Service Industries Marketing: New Approaches

By: Mark Gabbott (editor), Gillian Hogg (editor)Hardback

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Description

This book covers a wide spectrum of topics, service contexts and methodologies and reflects the broad range of current services research. Its aim is to provide an eclectic overview of services marketing by including papers that demonstrate the breadth and depth of research in this area, and it reflects the international scope and the strength of the discipline as we enter the new millennium.

Contents

The advertising of services - consumer views versus normative guidelines; the buying centre - patterns of structure and interaction in primary health care; segmenting financial services markets for customer relationships - a portfolio-based approach; relationship marketing in corporate legal services; contextualising - technology, relationships and time in a financial services virtual organization; communicative staging of the wilderness servicescape; assessing the theatrical components of the service encounter - a cluster analysis examination; parental choice of primary school - an application of Q-methodology; the use of mystery shopping in the measurement of service delivery; abstracts.

Product Details

  • ISBN13: 9780714648880
  • Format: Hardback
  • Number Of Pages: 184
  • ID: 9780714648880
  • weight: 386
  • ISBN10: 0714648884

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