Essentials of Services Marketing 4e – Ebook PDF Instant Delivery – ISBN(s): 9781292425191,1292425199
Product details:
- ISBN-10 : 1292425199
- ISBN-13 : 978-1292425191
- Author: Jochen Wirtz
As economies across the world continue to transition toward services, skills in marketing and managing services have never been more important. Essentials of Services Marketing, 4e, captures the reality of today’s world, incorporates recent academic and managerial thinking, and illustrates cutting-edge service concepts. Designed to provide a crisp introduction to key topics in the field, this book places marketing issues within a broader general management context and shows the relationships between the marketing, operations, IT, and human resources functions in service firms.
Table contents:
PART I — UNDERSTANDING SERVICEPRODUCTS, CONSUMERS, AND MARKETS
PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES
PART III — DESIGNING AND MANAGING THE CUSTOMER INTERFACE
PART IV — DEVELOPING CUSTOMER RELATIONSHIPS
PART V — STRIVING FOR SERVICE EXCELLENCE
PART VI — CASE STUDIES
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