Winter Semester 2008/09
Winter Semester 2009/10
Summer Semester 2010/11
Winter Semester 2010/11
Winter Semester 2011/12
Summer Semester 2011/12
Winter Semester 2012/13
Winter Semester 2013/14
Winter Semester 2015/16
Winter Semester 2018/19
Winter Semester 2019/20
Retail and Services Marketing ZN03283
Course content:
1.The role of services in economy. The nature of services and its marketing consequences.
2.The definition of services marketing. Services product and services process.
3.Designing of services process.
4.Perceived services quality.
5.Relationship marketing in service contexts
6.Marketing strategy in retail.
7.P as people. The internal marketing concept.
9.Word of mouth as way of communication.
(in Polish) Rodzaj przedmiotu
Course coordinators
Bibliography
a) basic references:
1.Ch. Gronroos, Service Management and Marketing, Wiley 2002
2.B. Schneider, S. S. White, Service quality: research perspectives, Thousand Oaks: Sage Publications, 2004
3.A. Herman, A. Szablewski, Value creation in the era of service economy, Warszawa: Warszaw School of Economics, 2008
b) supplementary references:
1.E. Gummesson, Total relationship marketing, Oxford: Butterworth-Heinemann, 2002
2.M. E. Milakovich, Improving service quality in the global economy : achieving high performance in public and private sectors, Boca Raton: Auerbach Publications, 2006
3.M. Sullivan, D. Adcock, Retail marketing, Thomson, 2002