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Services Marketing

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Services Marketing

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Description
Services Marketing, 6/e, is written for students and businesspeople who recognise the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This edition focuses on knowledge needed to implement service strategies for competitive advantage across industries. In addition to standard marketing topics (such as pricing), this text introduces students to entirely new topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blueprinting, customer cocreation, and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. Each of these topics represents pivotal content for tomorrow's businesses as they attempt to build strong relationships with their customers.
Product details
Binding:
Paperback
Edition:
6
Number of Pages:
704
Release Date:
2012-05-16
Publication Date:
2012-05-16
Publisher:
McGraw-Hill Education - Europe
Languages:
Original: English
ISBN10:
007108696X
ISBN13:
9780071086967
Weight:
1178 g
Height:
254 cm
Width:
203 cm
Thickness:
25 cm

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Very good
Almost no signs of wear. Book pages have no markings, accessories are intact and all other media are in good condition.
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