Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from globalservice-based economies.
Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from globalservice-based economies.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
William Chitty is a former Lecturer in Marketing at the Murdoch Business School, Murdoch University. Steven D'Alessandro is a Professor in Marketing at Charles Sturt University. David Gray is an Adjunct Associate Professor at Charles Sturt University. Andrew Hughes is a Senior Lecturer in marketing at the School of Management, Marketing and International Business at the Australian National University.
Inhaltsangabe
PART 1: SERVICE ORGANISATIONS AND THEIR CUSTOMERS Chapter 1: An Overview of Services Marketing Chapter 2: Market Segmentation and Service Positioning Chapter 3: Customer Decision-making and Service Interactions Chapter 4: Managing the Service Encounter PART 2: MARKETING STRATEGIES FOR SERVICES Chapter 5: Developing Service Products Chapter 6: The Service Delivery Process and Self-service Technology Chapter 7: Pricing Service Products Chapter 8: Managing Productive Capacity and Customer Demand Chapter 9: Marketing Communications for Service PART 3: DELIVERING SERVICE VALUE Chapter 10: The Service Experience Chapter 11: Customer Satisfaction and Service Quality Chapter 12: Complaint Handling and Service Recovery Chapter 13: Customer Relationship Management Glossary Index
PART 1: SERVICE ORGANISATIONS AND THEIR CUSTOMERS Chapter 1: An Overview of Services Marketing Chapter 2: Market Segmentation and Service Positioning Chapter 3: Customer Decision-making and Service Interactions Chapter 4: Managing the Service Encounter PART 2: MARKETING STRATEGIES FOR SERVICES Chapter 5: Developing Service Products Chapter 6: The Service Delivery Process and Self-service Technology Chapter 7: Pricing Service Products Chapter 8: Managing Productive Capacity and Customer Demand Chapter 9: Marketing Communications for Service PART 3: DELIVERING SERVICE VALUE Chapter 10: The Service Experience Chapter 11: Customer Satisfaction and Service Quality Chapter 12: Complaint Handling and Service Recovery Chapter 13: Customer Relationship Management Glossary Index
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