Services Marketing

Résumé du livre

Revised and updated edition of tertiary text first published in 1984, based on the MBA course 'Marketing of Services' developed at the Harvard Business School. Every chapter has been revised to reflect current practice in Australia and New Zealand. Five new chapters have been added: 'Understanding Consumer Behaviour', 'Customer Satisfaction', 'Relationship Marketing', 'Managing Customer Complaints' and 'The Impact of Information Technology'. Includes questions, a bibliography and an index. Patterson is associate professor in the school of marketing at the University of NSW. Walker is lecturer in the department of management at the University of Tasmania. Lovelock lectures at the Harvard Business School.