Más información sobre el libro
"Services Marketing," 6/e, is written for students and businesspeople who recognize 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.
Compra de libros
Services Marketing, McGraw-Hill Education
- Idioma
- Publicado en
- 1996
- product-detail.submit-box.info.binding
- (Tapa dura)
Métodos de pago
Nadie lo ha calificado todavía.
- Título
- Services Marketing
- Subtítulo
- Integrating Customer Focus Across the Firm
- Idioma
- Inglés
- Autores
- McGraw-Hill Education
- Editorial
- Mcgraw-Hill College
- Publicado en
- 1996
- Formato
- Tapa dura
- Páginas
- 700
- ISBN10
- 0070782504
- ISBN13
- 9780070782501
- Serie
- Etiquetas
- No ficción, Comercio, Gestión & Recursos humanos
- Descripción
- "Services Marketing," 6/e, is written for students and businesspeople who recognize 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.