Principles of Services Marketing - Brossura

Palmer, Adrian

Brossura

ISBN 10: 0077129512 ISBN 13: 9780077129514

Casa editrice: McGraw-Hill Education / Europe, Middle East & Africa, 2011

Riassunto

Today, more people in the western world earn a living from producing services than making manufactured goods. Now in its sixth edition, Principles of Services Marketing offers a comprehensive and contemporary introduction for students taking a module in services marketing. Fully updated and revised throughout, it reflects the latest technological developments and their impact for services marketing.

New for this edition....

·Increased coverage of the customer experience ·Highlights Web 2.0 for peer-to-peer interaction.

·More on social networking sites and mobile internet

·Focus on how the credit crunch impacts services marketing

·Emphasis on ecological issues and their implications for marketing services

Su questo libro

L'autore:

Adrian Palmer is Professor of Marketing at the School of Business and Economics, University of Wales, Swansea UK.

Contenuti:

1.What is services marketing?

2.The service encounter

3.Service efficiency and effectiveness in the internet age

4.Making services accessible to consumers

5.Understanding services buyer behaviour

6.Relationships, partnerships and networks

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 - Managing demand and capacity effectively

13.Managing communications

14.Globalised services marketing

Su questa edizione

• Editore: McGraw-Hill Education / Europe, Middle East & Africa
• Data di pubblicazione: 2011
• ISBN 10: 0077129512
• ISBN 13: 9780077129514
• Rilegatura: Copertina flessibile
• Numero edizione: 6
• Numero di pagine: 368