Palmer, Adrian. creator text London McGraw-Hill Education 2008 5th ed. monographic xviii, 606 pages : illustrations ; 25 cm. Part 1 Service contexts Part 2 Defining the service Part 3 Understanding consumers and developing new services Part 4 Refining the marketing strategy Going Global Index 593 Adrian Palmer. Previous edition: 2005. Service industries Marketing HF5415.13 .P3242 9780077116279 0077116275