Titre
Services Marketing Management. A Strategic Perspective Second edition
Auteur
Kasper, Hans, Piet van Helsdingen, Mark Gabbott
Langue
Anglais
ISBN
9780470091166
Éditeur
John Wiley & Sons
Prix
€ 49,50(Excl. toute livraison)
Détails
2006, 2nd.ed., 554 pp., paperback. NIEUWSTAAT
Plus d'informations
Nieuwstaat.
In order to deliver excellent service quality, it is critical to understand, create and deliver real value to all stakeholders. This second edition of Services Marketing Management has been thoroughly revised and restructured to provide the students with an overview of services marketing from this clear strategic orientation. It includes:
A linking of five core guiding principles: market orientation, assets and capabilities, characteristics of services, internationalization and the value concept
New coverage of electronic services
Many 'Service Practice' boxes, featuring examples from all of the world
End of chapter review questions and practical assignments
Full length cases at the end of the book with accompanying exercises
"This is a welcome second edition, firmly establishing it as a leading international text on strategic services marketing. Though completely revised, it retains the unique focus of the original on care for the individual and the understanding, creation and delivery of value to customers, with the authors bringing their topic vividly to life through numerous international examples. Clearly written and logically structured, it will be an invaluable resource for services marketing and management courses at all levels."
In order to deliver excellent service quality, it is critical to understand, create and deliver real value to all stakeholders. This second edition of Services Marketing Management has been thoroughly revised and restructured to provide the students with an overview of services marketing from this clear strategic orientation. It includes:
A linking of five core guiding principles: market orientation, assets and capabilities, characteristics of services, internationalization and the value concept
New coverage of electronic services
Many 'Service Practice' boxes, featuring examples from all of the world
End of chapter review questions and practical assignments
Full length cases at the end of the book with accompanying exercises
"This is a welcome second edition, firmly establishing it as a leading international text on strategic services marketing. Though completely revised, it retains the unique focus of the original on care for the individual and the understanding, creation and delivery of value to customers, with the authors bringing their topic vividly to life through numerous international examples. Clearly written and logically structured, it will be an invaluable resource for services marketing and management courses at all levels."
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