en
Buku
Jochen Wirtz

Service Marketing Communications

Developing an effective service marketing communications strategy starts with a good understanding of the service product and its prospective buyers. It is essential to understand target market segments and their exposure to different media, consumers' awareness of the service product, their attitudes toward it, and how they can easily evaluate the products characteristics prior to purchase, and during and after consumption. Service Marketing Communications is the fifth volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

Readership: Business and Marketing students at MBA and eMBA level; marketing professionals and practitioners.
Services Marketing;Marketing;Consumer Behavior;Positioning Services;Service Process;Service Environment;Service Advantage;Customer Relationships;Managing Relationship and Building Loyalty;Complaint Handling;Service Recovery;Service Excellence;Service Quality and Productivity; Service LeadershipKey Features:There are many books on service management in the market, but most are narrowly focused and/or based on anecdotal evidence. This new book is the first to rigorously cover key aspects of services marketing and management, and that is routed in sound academic research. This book bridges the gap between cutting-edge academic research and practitionersThe book makes extant academic knowledge easily accessible. For example, each chapter features an organizational framework that provides an overview of core concepts at a glance, and it ends with a succinct chapter summary in bullet pointsThe book features global best practices and latest trends; it takes on a global perspective with about 40% of all examples originating from the Americas, 30% from Europe and 30% from Asia
110 halaman cetak
Publikasi asli
2017

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Kutipan

    may maymembuat kutipantahun lalu
    Christopher Lovelock (Title: Services Marketing: People, Technology, Strategy, 8th edition
    Rela Inggatikamembuat kutipan3 tahun yang lalu
    Developing an effective service marketing communications strategy starts with a good understanding of the service product and its prospective buyers.

Di rak buku

    Igor Kazakutsa
    Маркетинг
    • 58
    • 8
    Elena Shalnova
    Customer service
    • 76
    • 7
    Simon Lindblad Madsen
    Bøger til Arbejde
    • 13
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