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.
- ISBN10 033361836X
- ISBN13 9780333618363
- Publish Date 13 September 1995
- Publish Status Out of Print
- Out of Print 11 April 2002
- Publish Country GB
- Imprint Palgrave Macmillan
- Format Hardcover
- Pages 272
- Language English