Palmer Principles of services marketing

ISBN 13: 9780077152345

Principles of services marketing

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9780077152345: Principles of services marketing
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Now in its seventh edition, Principles of Services Marketing has been revised and updated throughout toreflect the most recent developments in this fast-moving and exciting sector. With a stronger emphasis onemerging and global economies, it’s been restructured to give clearer focus on key issues of efficiency,accessibility and customer experience. This authoritative text develops an indispensable framework forunderstanding services, their effective marketing and how this drives value creation.

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.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

L'autore:

Adrian Palmer is Professor of Marketing at ESC Rennes,France, a Grand Ecole which has been listed in the Financials Times rankings of the World’s Top 50 schools for Masters in Management programmes.

Contenuti:

1. What is services marketing?
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

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

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Descrizione libro McGraw-Hill Education - Europe, United States, 2014. Paperback. Condizione: New. 7th edition. Language: English . Brand New Book. Now in its seventh edition, Principles of Services Marketing has been revised and updated throughout to reflect the most recent developments in this fast-moving and exciting sector. With a stronger emphasis on emerging and global economies, it s been restructured to give clearer focus on key issues of efficiency, accessibility and customer experience. This authoritative text develops an indispensable framework for understanding services, their effective marketing and how this drives value creation. 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; and expanded coverage of key topics such as service dominant logic, services capes and the use of social media explore the latest theory and practice. It reflects the importance of marketing for public services and not-for-profit organizations. It includes new chapters on service systems and the experiential aspects of service consumption. Codice articolo AA39780077152345

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Descrizione libro McGraw-Hill Education - Europe, United States, 2014. Paperback. Condizione: New. 7th edition. Language: English . Brand New Book. Now in its seventh edition, Principles of Services Marketing has been revised and updated throughout to reflect the most recent developments in this fast-moving and exciting sector. With a stronger emphasis on emerging and global economies, it s been restructured to give clearer focus on key issues of efficiency, accessibility and customer experience. This authoritative text develops an indispensable framework for understanding services, their effective marketing and how this drives value creation. 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; and expanded coverage of key topics such as service dominant logic, services capes and the use of social media explore the latest theory and practice. It reflects the importance of marketing for public services and not-for-profit organizations. It includes new chapters on service systems and the experiential aspects of service consumption. Codice articolo AA39780077152345

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Descrizione libro McGraw-Hill Education - Europe, 2014. Condizione: New. Develops an indispensable framework for understanding services, their effective marketing and how this drives value creation. This book reflects the importance of marketing for public services and not-for-profit organizations. It includes chapters on service systems and the experiential aspects of service consumption. Num Pages: 554 pages, illustrations. BIC Classification: KJS; KNS. Category: (G) General (US: Trade). Dimension: 262 x 194 x 21. Weight in Grams: 1036. . 2014. UK ed. Paperback. . . . . . Codice articolo V9780077152345

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