Parámetros
- 576 páginas
- 21 horas de lectura
Más información sobre el libro
European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This European edition provides students with a complete introduction to the unique marketing challenges that services present. Guiding students to recognize and understand these special characteristics, the text also explores frameworks for developing and implementing service strategies for competitive advantage across a wide array of industries. European examples, cases and readings have been integrated throughout the chapters, and the material has also been updated and restructured to reflect the latest thinking in services marketing. This book is ideal for services marketing modules at the undergraduate, postgraduate (both masters and doctoral courses), and executive education levels.
Compra de libros
Services Marketing, Alan M. Wilson, Mary Jo Bitner, Dwayne D. Gremler, Valarie A. Zeithaml
- Idioma
- Publicado en
- 2008
- Encuadernación
- (Tapa blanda),
- Estado del libro
- Bueno
- Precio
- 6,09 €
Métodos de pago
Nadie lo ha calificado todavía.
- Título
- Services Marketing
- Subtítulo
- Integrating Customer Focus Across the Firm - First European Edition
- Idioma
- Inglés
- Editorial
- McGraw-Hill Education
- Publicado en
- 2008
- Formato
- Tapa blanda
- Páginas
- 576
- ISBN10
- 0077107950
- ISBN13
- 9780077107956
- Serie
- Etiquetas
- Descripción
- European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This European edition provides students with a complete introduction to the unique marketing challenges that services present. Guiding students to recognize and understand these special characteristics, the text also explores frameworks for developing and implementing service strategies for competitive advantage across a wide array of industries. European examples, cases and readings have been integrated throughout the chapters, and the material has also been updated and restructured to reflect the latest thinking in services marketing. This book is ideal for services marketing modules at the undergraduate, postgraduate (both masters and doctoral courses), and executive education levels.