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Services Marketing, 6/e, is written for students and business people 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.


Språk Engelsk Engelsk Innbinding Innbundet
Utgitt 2012 Forfatter Dwayne D. Gremler, Mary Jo Bitner, Valarie A. Zeithaml
MCGRAW-HILL Higher Education
ISBN 9780078112058
Antall sider 704 Dimensjoner 21cm x 26,9cm x 3cm
Vekt 1367 gram Leverandør Bertram Trading Ltd
Emner og form Sales & marketing, Service industries