Part 1 Foundation for Services Marketing Chapter 1 Introduction to Services Chapter 2 Conceptual Framework of the Book: The Gaps Model of Service Quality Part 2 Focus on the Customer Chapter …
Part 1 Understanding Marketing Management Chapter 1 Defining Marketing for the 21st Century Chapter 2 Developing Marketing Strategies and Plans Part 2 Capturing Marketing Insights Chapter 3 G…
Part 1 Understanding Services Chapter 1 The Service Economy Chapter 2 Service Strategy Part 2 Designing the Service Enterprise Chapter 3 New Service Development Chapter 4 The Service Encount…
This fascinating book examines every aspect of airline style, from the company liveries and interior designs of planes to advertising, haute couture, and airborne haute cuisine. Divided into four s…