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Services Marketing : Text and Cases
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ISBN
:
9788177586732
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Publisher
:
Pearson
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Subject
:
Business & Management
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Binding
:
Paperback
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Pages
:
484
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Year
:
2007
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375.0
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285.0
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Description
The most significant of all developments in the economic sphere is the dawning of the age of intangibles across economies—both the developed and developing. It is against this background that Services Marketing: Text and Cases provides an essential conceptual and practical framework for managers who struggle to create a competitive edge and students who seek to successfully cultivate skills in managing services.Features Services Marketing details additional tools that drive customer value and their effective management for competitive superiority.The book relies heavily on concept-visualization techniques to enhance reader friendliness and to facilitate understanding through image creation. Concepts and ideas are presented in picture form.The exercises given at the end of each chapter form an inventory of ideas for instructors and can be provided to students as practical exercises.The battery of review questions can be used to test academic understanding of subject.ContentsField of Services.Nature of Services.Services Marketing Mix.Extended Mix Elements.The Service Marketing System.The Service Customer Behavior.Service Vision and Strategy.Competitive Differentiation.Service Quality.Capacity and Demand Alignment.Customer Relationships.Service Failure and Recovery.
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