|
Textbook
Services Marketing Management: A Strategic Perspective, 2nd EditionISBN: 978-0-470-09116-6
Paperback
576 pages
May 2006, ©2005
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
|
||||||
PART I: UNDERSTANDING VALUE CREATION IN SERVICES.
1. The World of Services.
2. Fundamentals of Services Marketing Management.
3. Buyer Behaviour and Segmentation.
PART II: CREATING VALUE IN SERVICES.
4. Service Relationships and Brands.
5. Service Quality.
6. Market Strategies for Service Organisations.
7. Internationalising Services.
PART III: DELIVERING VALUE THROUGH THE ACTUAL SERVICE EXPERIENCE.
8. Services and E-services.
9. Service Innovation.
10. People, Process and Physical Evidence.
11. Creating the Service Experience: Place, Promotion and Price.
12. Implementation, Performance and Control.
Case Studies.
References.
Index.
Related Titles
More By These Authors
General Marketing & Sales
Resources for
Instructors
Contact a Wiley Sales Rep
Find Your Rep
Resources for
Students
.png){kind=small}
Join An E-mail ListLearn about the latest products, events, offers and content. |
