| ||||||||||||||||||
 Trade In this Item for up to £18.95
Get an extra £5 when you trade in books worth £10 or more until June 30, 2012. Trade in Services Marketing for an Amazon.co.uk gift card of up to £18.95, which you can then spend on millions of items across the site. Trade-in values may vary (terms apply). Find more products eligible for trade-in.
|
Frequently Bought Together
Product details
|
More About the Authors
Discover books, learn about writers, and more.
Product Description
Product Description
The fundamentals of services marketing presented in a strategic marketing framework.
Organized around a strategic marketing framework Services Marketing guides readers into the consumer and competitive environments in services marketing.
The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.
From the Back Cover
Services marketing, once a tiny academic field championed by just a handful of pioneering professors, has become a thriving area of activity. Paralleling growing research efforts in both academia and business is increased student interest in taking courses that focus on different aspects of managing service organizations, including marketing. This makes a lot of sense from a career standpoint, since most business school graduates will be going to work in service industries and managers report that manufacturing-based models of business practice are not always useful to them.
Distinguishing Features of Services Marketing, Fourth Edition
This highly readable book includes
- a strong managerial orientation and strategic focus
- use of conceptual frameworks that have been classroom tested for relevance to both MBA students and executive seminar participants
- incorporation of key academic research findings
- use of interesting examples to link theory to practice
- inclusion of carefully selected readings and cases to accompany the text chapters
Suggested Tags from Similar Products(What's this?)Be the first one to add a relevant tag (keyword that's strongly related to this product)
|
Sell a Digital Version of This Book in the Kindle Store
What Other Items Do Customers Buy After Viewing This Item?
Customer Reviews
The authors cover the issues involved in Marketing services in a clear and lucid manner with lots of case histories.
Whether studying, wanting to understand the subject or looking to improve on your services business offering, this book is highly recommended.
- To explain the real difference between goods and services and illustrate the fundamentals of services marketing.
- To explore the common characteristics of leading services firms that deliver extraordinary services value to their customers.
- To create services champions that challenge competitors on services issues.
CAUSE OUTLINE:
I. Understanding services
II. Service value as source of competitive advantage.
III. The service profit chain , Building customers loyalty
IV. Designing New services champion
V. Internal marketing. Building partnership to support frontline people.
VI. Service Branding- Creating a strong Brand
VII. Transactional Marketing. Enhancing Customer Experience.
VIII. Delivering services culture and delighting your customers.
Service Economy:
• Service account for 60% or more of western countries economy.
• In the US & European more then 70% of all workers are noe employed in services.
• Of those working in manufacturing 70% perform service tasks such as research logistic.
• In 1983 hardware revenues represented 83% of IBM total turnover. In 1997 hard ware represented only 46%.
• 80% start –up companies are services firms.
• The biggest part of IT investment comes from services industries .
• Japan’s services trade deficit was 50 billion US $ in 1999.
What is service?
- All economics activities of private firms whose outputs are other than tangible goods
Services:
- Intangible
- Perishability
- Inseparability between production and consumption
- Variability
Customer Discussions
|
This product's forum
Active discussions in related forums
Search Customer Discussions
|
Related forums
|
Listmania!
Look for similar items by category
Look for similar items by subject
Feedback
- Would you like to update product info or give feedback on images?
- I am the Author, and I want to comment on my book.
- I am the Publisher, and I want to comment on this book.
|
