Services Marketing (6th Edition)

Type
Book
ISBN 10
0078112052 
ISBN 13
9780078112058 
Category
Marketing  [ Browse Items ]
Edition
Publication Year
2012 
Publisher
Pages
672 
Abstract
 
Description
Services Marketing, 6/e, is written for students and businesspeople who recognise the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This edition focuses on knowledge needed to implement service strategies for competitive advantage across industries. In addition to standard marketing topics (such as pricing), this text introduces students to entirely new topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blueprinting, customer cocreation, and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. Each of these topics represents pivotal content for tomorrow's businesses as they attempt to build strong relationships with their customers. - from Amzon 
Biblio Notes
 
Number of Copies

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