| FOREWORD | ix | |
| PREFACE | xi | |
| PART ONE | THE SERVICES DOMAIN | |
| 1. Fundamentals of Services Marketing | 5 | |
| 2. Classifying Services | 43 | |
| 3. Service Environment | 71 | |
| PART TWO | AT THE HEART | |
| 4. From Buying Behavior to Relationships | 143 | |
| 5. Service Quality | 181 | |
| PART THREE | STRATEGIC ISSUES | |
| 6. Collecting and Managing Market Information | 241 | |
| 7. Strategic Planning at Corporate Level | 303 | |
| 8. Marketing Planning in Strategic Business Units | 343 | |
| 9. Internationalization Strategies | 383 | |
| PART FOUR | SERVICES MARKETING MIX | |
| 10. People, Organization and Processes | 441 | |
| 11. Developing and Providing Services | 489 | |
| 12. Communication | 543 | |
| 13. Distribution | 587 | |
| 14. Pricing | 625 | |
| 15. Implementation and Control | 671 | |
| BIBLIOGRAPHY | 725 | |
| INDEX | 740 |
-vii-
Questia, a part of Gale, Cengage Learning. www.questia.com
Publication information:
Book title: Services Marketing Management: An International Perspective.
Contributors: Hans Kasper - Author, Piet Van Helsdingen - Author, Wouter De Vries Jr - Author.
Publisher: Wiley.
Place of publication: New York.
Publication year: 1999.
Page number: vii.
This material is protected by copyright and, with the exception of fair use, may not be further copied, distributed or transmitted in any form or by any means.
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