Services Marketing

Services Marketing : Concepts, Strategies and Cases

  • Mixed media product
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Description

The business world now demands that service marketing organisations pay increasing attention to customer satisfaction, service quality, and customer service. This first Asia-Pacific edition of Services Marketing: Concepts, Strategies and Cases examines the field of services marketing from a managerial perspective and presents a competitive strategy relevant to a broad range of organisations operating within today's service economy. Combining a solid theoretical foundation with practical examples, the importance of business-to-business, global, technological and ethical issues are also highlighted. Specific customer service issues are explored, as well as the skills essential to growing and sustaining a loyal customer base. A set of local and international cases representing a variety of service industries further illustrate services marketing concepts in an Asia-Pacific context. It equips students in the Asia-Pacific region with the knowledge necessary to successfully market a business servicing today's customer focused organisational culture.

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Product details

  • Mixed media product | 488 pages
  • Cengage Learning Australia
  • South Melbourne, Australia
  • Asia Pacific e.
  • 0170135209
  • 9780170135207

Table of contents

Part One - An overview of services marketing 1. An introduction to services 2. An overview of the services sector 3. The consumer decision process in service marketing Part Two - Service strategy: Managing the service experience 4. Service Product Strategy and Service Delivery 5. The pricing of services 6. Developing the service communications mix 7. Managing the Organisations Physical Evidence 8. People issues: Managing service employees 9. People issues: Managing service customers Part Three - Assessing and improving service delivery 10. Defining and measuring customer satisfaction 11. Defining and measuring service quality 12. Service failures and recovery strategies 13. Customer retention Part Four - Cases

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