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Key Features
.Opening vignettes introduce a chapter's key themes with short examples that present topics in familiar, everyday scenarios students can relate to
.Longer case studies feature well-known companies and provide an opportunity to analyse real-life scenarios and apply understanding
.'In Practice' vignettes drawn from services organizations from around the world and how services are delivered and experienced by customers
.'Thinking Around the Subject' boxes examine the operational challenges of putting theory in to practice
.'Summary & links to other chapters' reinforce the main topics covered and how they fit within the wider context of services marketing to improve overall understanding of the subject
.Expanded coverage of key topics such as service dominant logic, servicescapes and the use of social media explore the latest theory and practice
.Reflects the importance of marketing for public services and not-for-profit organizations
.Includes new chapters on service systems and the experiential aspects of service consumption.
Key Features
.Opening vignettes introduce a chapter's key themes with short examples that present topics in familiar, everyday scenarios students can relate to
.Longer case studies feature well-known companies and provide an opportunity to analyse real-life scenarios and apply understanding
.'In Practice' vignettes drawn from services organizations from around the world and how services are delivered and experienced by customers
.'Thinking Around the Subject' boxes examine the operational challenges of putting theory in to practice
.'Summary & links to other chapters' reinforce the main topics covered and how they fit within the wider context of services marketing to improve overall understanding of the subject
.Expanded coverage of key topics such as service dominant logic, servicescapes and the use of social media explore the latest theory and practice
.Reflects the importance of marketing for public services and not-for-profit organizations
.Includes new chapters on service systems and the experiential aspects of service consumption.
2. Services systems
3. Managing the customer experience
4. Making services accessible to consumers
5. Relationships, partnerships and networks
6. Understanding services buyer behavior
7. Innovation and new service development
8. Developing service brands
9. Service quality
10. Engaging employees in service delivery
11. The pricing of services
12. Yield management: matching capacity with demand
13. Managing communications
14. Globalized services marketing
| Erscheinungsjahr: | 2014 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780077152345 |
| ISBN-10: | 0077152344 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Palmer, Adrian |
| Hersteller: | McGraw-Hill Education - Europe |
| Maße: | 261 x 197 x 25 mm |
| Von/Mit: | Adrian Palmer |
| Erscheinungsdatum: | 16.01.2014 |
| Gewicht: | 0,98 kg |
2. Services systems
3. Managing the customer experience
4. Making services accessible to consumers
5. Relationships, partnerships and networks
6. Understanding services buyer behavior
7. Innovation and new service development
8. Developing service brands
9. Service quality
10. Engaging employees in service delivery
11. The pricing of services
12. Yield management: matching capacity with demand
13. Managing communications
14. Globalized services marketing
| Erscheinungsjahr: | 2014 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780077152345 |
| ISBN-10: | 0077152344 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Palmer, Adrian |
| Hersteller: | McGraw-Hill Education - Europe |
| Maße: | 261 x 197 x 25 mm |
| Von/Mit: | Adrian Palmer |
| Erscheinungsdatum: | 16.01.2014 |
| Gewicht: | 0,98 kg |
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