Services Marketing Management
A Strategic Perspective
(Sprache: Englisch)
In order to deliver excellent service quality, it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the students with an...
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In order to deliver excellent service quality, it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the students with an overview of services marketing from this clear strategic orientation.
Klappentext zu „Services Marketing Management “
In den letzten Jahren wurden aufgrund steigender Nachfrage verstärkt Lehrveranstaltungen zum Thema "Marketing von Dienstleistungen" angeboten. Beim Marketing-Management von Dienstleistungen geht es vor allem um die Schaffung der richtigen Dienste am richtigen Ort und zur richtigen Zeit zum richtigen Preis. Dieses wichtige und topaktuelle Lehrbuch wurde von erfahrenen Experten geschrieben und behandelt das Thema aus internationaler Sicht. Es diskutiert die drei Themenkomplexe Qualität, Personal und Marktorientierung anhand zahlreicher Beispiele und Fallstudien aus der ganzen Welt und bietet darüber hinaus eine ausgewogene Mischung aus Theorie und Praxis.
In order to deliver excellent service quality it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the student with an overview of services marketing from this clear strategic orientation. It includes:
- A linked set of five core guiding principles: market orientation, assets and capabilities, characteristics of services and the value concept
- A new chapter on electronic services
- Many 'Service Practice' boxes, featuring examples from all over the world
- End of chapter review questions and practical assignments
Full length case studies at the end of the book, with accompanying exercises
- A linked set of five core guiding principles: market orientation, assets and capabilities, characteristics of services and the value concept
- A new chapter on electronic services
- Many 'Service Practice' boxes, featuring examples from all over the world
- End of chapter review questions and practical assignments
Full length case studies at the end of the book, with accompanying exercises
Inhaltsverzeichnis zu „Services Marketing Management “
PART 1 UNDERSTANDING VALUE CREATION IN SERVICESThe World of Services
Fundamentals of Services Marketing Management
Buyer Behaviour and Segmentation
PART 2 CREATING VALUE IN SERVICES
Service Relationships and Brands
Service Quality
Market Strategies for Service Organizations
Internationalizing Services
PART 3 DELIVERING VALUE THROUGH THE ACTUAL SERVICE EXPERIENCE
Services and E-Services
Service Innovation
People, Process and Physical Evidence
Creating the Service Experience: Place, Promotion and Price
Implementation, Performance and Control
Case Studies
Risk Has No Religion
Scanning Blogs for Brand Insights
Linking Core Competencies to Customer Needs: Strategic Marketing of Health Care Services
Driving Online Legal Services at Minters
Low Cost, No Frills Airlines
Starbucks
Autoren-Porträt von Hans Kasper, Piet van Helsdingen, Wouter de Vries
Hans Kasper is Professor of Services and Retail Management at Maastricht University and Director of Etil bv.Piet van Helsdingen is Lecturer of Services Marketing at the Vrije Universiteit and a management trainer and consultant on service concepts in Amsterdam.
Mark Gabbott is Professor of Marketing, Head of the Department of
Marketing and Deputy Dean, Faculty of Business and Economics at Monash University.
Bibliographische Angaben
- Autoren: Hans Kasper , Piet van Helsdingen , Wouter de Vries
- 2006, 2. Aufl., XVII, 554 Seiten, Maße: 20,3 x 25,4 cm, Kartoniert (TB), Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0470091169
- ISBN-13: 9780470091166
- Erscheinungsdatum: 17.05.2006
Sprache:
Englisch
Pressezitat
"This is a substantial book and its authors are to be congratulated on a scholarly but highly accessible text." Times Higher Educational Supplement
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