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Author: Steve Baron
Publisher: SAGE Publications Limited
ISBN: 9781849205740
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
With the rise in deregulated service-based economies in developed countries over the last forty years, an understanding of the marketing of services is essential to the marketing student, researcher, and practitioner. This four-volume collection is structured around the evolution of services marketing scholarship from 1970 to the present, giving an unprecedented, detailed account of the relationship between the theory and practice of services marketing and the changing social, economic, and technical environments over time. Each volume takes a distinct time period and theme as its subject. Volumes one to three offer the last word on services marketing research of the 20th century, with volume four looking towards a unified marketing approach for the current century.
Author: Steve Baron
Publisher: SAGE Publications Limited
ISBN: 9781849205740
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
With the rise in deregulated service-based economies in developed countries over the last forty years, an understanding of the marketing of services is essential to the marketing student, researcher, and practitioner. This four-volume collection is structured around the evolution of services marketing scholarship from 1970 to the present, giving an unprecedented, detailed account of the relationship between the theory and practice of services marketing and the changing social, economic, and technical environments over time. Each volume takes a distinct time period and theme as its subject. Volumes one to three offer the last word on services marketing research of the 20th century, with volume four looking towards a unified marketing approach for the current century.
Author: Harsh V. Verma
Publisher: Pearson Education India
ISBN: 9788131754474
Category : Services industries
Languages : en
Pages : 680
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Book Description
Author: Vinnie Jauhari
Publisher: Oxford University Press, USA
ISBN: 9780199456161
Category : Service industries
Languages : en
Pages : 604
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Book Description
Services Marketing 2e has been specially designed to meet the requirements of MBA students specializing in Marketing. It is a textbook that discusses the various aspects of services marketing in the Indian context using Indian examples and case studies.
Author: Adrian Palmer
Publisher: Simon & Schuster Books For Young Readers
ISBN:
Category : Business & Economics
Languages : en
Pages : 424
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Book Description
This text with cases provides a contemporary overview of key issues in the marketing of services. It explores many issues that are familiar to students with a foundation in principles of marketing, and re-assesses these in the context of services. Up-to-date case studies and examples developed throughout chapters help students to fully appreciate those issues that are specific to services marketing: methods of defining the service offer; conceptualization, measurement and management of service quality; managing the employee input to the service offer and developing relationships with customers; and strategies to make services accessible.
Author: John E. G. Bateson
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 616
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Book Description
Author: Glen L. Urban
Publisher: Prentice Hall
ISBN: 9780131831773
Category : Consumer behavior
Languages : en
Pages : 0
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Book Description
Digital Marketing Strategy emphasizes how digital technologies make marketing more effective because they allow for individual attention, better campaign management, and better product, marketing design, and execution. The book does not ignore the fundamental theories of marketing, but emphasizes their usefulness in developing a response to the threats and opportunities created by the Internet. It is organized around an easy-to-understand flow diagram for formulating marketing strategies: understand customer needs, formulate a strategy, implement the strategy, and build trust with customers. Digital technology discussed includes customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems. Case studies throughout the book illustrate real-life digital technology scenarios; they include: Mothernature.com, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics.com, Travelocity, and Citibank Online. For anyone pursuing a career in marketing; also for practitioners, marketing professionals, consultants, executive trainers and others employed in corporate training.
Author: K. Douglas Hoffman
Publisher: South Western Educational Publishing
ISBN: 9780030288920
Category : Business & Economics
Languages : en
Pages : 608
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Book Description
The primary objective of Essentials of Services Marketing: Concepts, Strategies Cases, 2e is to provide materials that not only introduce the student to the field of services marketing, but also acquaint the student with specific customer service issues. The business world now demands, in addition to traditional business knowledge, increasing employee competence in customer satisfaction, service quality, and customer service - skills that are essential in sustaining the existing customer base.
Author: Sanjit Kumar Roy
Publisher: Springer
ISBN: 3319329707
Category : Business & Economics
Languages : en
Pages : 185
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Book Description
This casebook provides students and academics in business management and marketing with a collection of case studies on services marketing and service operations in emerging economies. It explores current issues and practices in Asia, across different areas, countries, commercial and non-commercial sectors. This book is important and timely in providing a framework for instructors, researchers, and students to understand the service dynamics occurring in these countries. It serves as an invaluable resource for marketing and business management students requiring insights into the operationalization of services across different geographical areas in Asia. Students will find it interesting to compare and contrast different markets covering important aspects related to services.
Author: Atanu Adhikari
Publisher: Springer Nature
ISBN: 9811587876
Category : Business & Economics
Languages : en
Pages : 195
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Book Description
This book would enable students, academics and practitioners to develop a thorough understanding on how to address service marketing issues and problems in a variety of settings in emerging economies. This book would also give them the background necessary to think through different elements of service marketing in emerging markets by comparing and contrasting with developed economies. This book will describe the component of service marketing, including service mix, service development, consumer behavior, customer assessment, service communication, role of electronic channel and channel management, service chain, pricing and similar topics. Chapters of the book will focus on creating, communicating and delivering customer value to emerging market consumers through several service marketing strategies, processes and programs in the context of markets dynamics, consumer diversity, and competitors. By way of illustrating various actual business situations, this book will help students, academics and practitioners to build necessary skills to take service marketing decisions in emerging economies. This book would be relevant for students of postgraduate programs of full time MBA, post graduate diploma in management, and executive post graduate programs and doctoral programs to develop a critical understanding of the business scenarios and service marketing strategies in emerging economies.
Author: John Burnett
Publisher: State University of New York Oer Services
ISBN: 9781641760119
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
"Integrated Marketing" boxes illustrate how companies apply principles.
