Managing Services Marketing: Text and Readings - Rilegato

Bateson, John E. G.; Hoffman, K. Douglas

Rilegato

ISBN 10: 0030225191 ISBN 13: 9780030225192

Casa editrice: South-Western Pub, 1998

Riassunto

This edition combines coverage of key topics in services marketing with a variety of articles selected from such areas as marketing, organisational behaviour, operations management, and strategy literature. The balance of text and readings apparent in the fourth edition highlights the increased emphasis on services in the marketing field. Coverage of key topics is combined with state-of-the-art readings and the integration of real-world examples in each chapter. With emphasis on contemporary ethical and international issues in services marketing, this text remains an invaluable source of learning in this field. Features: * "Services in Action" boxed features integrate real-world service examples in every chapter. * Text emphasises contemporary ethical and international issues in services marketing. * Bateson's classic structure is seen through the coverage of key topics in services marketing combined state-of-the-art readings in the field. * An excellent variety of articles have been selected from areas such as marketing, organisational behaviour, operations management, and strategy literature. The marketing implications of all topics are emphasised in the textual material. * New Chapters: "The Service Operations", "The Physical Setting", "Competing as a Service Firm: Generic Competitive Strategies", "Customer Satisfaction System", "Service Recovery", and "The Customer Retention System". * Completely rewritten Chapter 3 "Understanding the Service Operation"

Su questo libro

Product Description

Book by Bateson John EG

Dettagli dell?edizione

• Editore: South-Western Pub
• Data di pubblicazione: 1998
• ISBN 10: 0030225191
• ISBN 13: 9780030225192
• Rilegatura: Copertina rigida
• Lingua: Inglese
• Numero di pagine: 471
• Contatto del produttore: non disponibile