Services marketing : text and cases / Steve Baron, Kim Harris, Toni Hilton

Livre

Baron, J. Steve. Auteur | Harris, Kim. Auteur | Hilton, Toni. Auteur

Edité par Palgrave Macmillan. Basingstoke (England), New York (N.Y.) - 2009 - 3rd ed.

Introduction. The contemporary context. Service goals: the use of metaphors. Customer interactions in services. Consumer experiences. Service design. Service employees as operant resources. Service quality and customer satisfaction. Relationship marketing. Service profitability. Future research issues. Case studies.

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