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Services Marketing By David L. Kurtz

Services Marketing by David L. Kurtz

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Summary

The human factors that affect services marketing are dealt with in this volume. It aims to help students understand how to implement strategies in international and domestic service business.

Services Marketing Summary

Services Marketing by David L. Kurtz

Services Marketing This practical guide is the first to take a behavioral/managerial approach to one of the fastest growing fields in marketing: services marketing! In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today's dynamic environment. Each chapter contains a short case that allows students an opportunity to apply the concepts of the chapter. All cases are real-world companies, from Scandinavian Airlines to Kinko's. Plus, Services in Action boxes in each chapter spotlight how real-world companies use the concepts. Finally, 8 comprehensive cases throughout the text require readers to integrate the concepts and theories they have learned. Services Marketing Homepage Check it Out! Sample tests Answers to Discussion Questions Links to services companies and articles PowerPoint slides www wiley.com/college

About David L. Kurtz

About the Authon David L. Kurtz is currently the R.A. and Vivian Young Chair of Business Administration at the University of Arkansas. Kurtz has previously held appointments at Seattle University, Eastern Michigan University, Davis & Elkins College, and Monash University (Australia). He is the author of 30 books and over 100 articles and papers. Kenneth E. Clow is currently an associate professor of marketing at Pittsburg State University. He has written over 60 journal and proceedings articles, most of which are in the services marketing field. In addition he owned and operated a service business for eight years.

Table of Contents

THE FOUNDATIONS OF SERVICES MARKETING. Introduction to Services Marketing. The Purchase Process for Services. Consumer Expectations of Services. Service Quality. MANAGING THE SERVICE OUTCOME. Operations. People. Environment. Pricing. Distribution. SERVICES STRATEGIES. Competitive Marketing Strategies. Managing Supply, Demand, and Productivity. Customer Retention. An Integrated Communications Program. Cases. Indexes.

Additional information

NPB9780471180340
9780471180340
0471180343
Services Marketing by David L. Kurtz
New
Paperback
John Wiley & Sons Inc
19971118
596
null null null null null null null null null null
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