Services Marketing (häftad)
Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
504
Utgivningsdatum
2005-11-01
Upplaga
1
Förlag
Financial Times/ Prentice Hall
Illustrationer
Illustrations
Dimensioner
245 x 188 x 27 mm
Vikt
960 g
Antal komponenter
1
ISBN
9780273681571
Services Marketing (häftad)

Services Marketing

Managing the Service Value Chain

Häftad, Engelska, 2005-11-01
903
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Back Cover Copy-Bruhn/Georgi

"Value creation is the major challenge of service firms - this book is a scholarly and practical approach to value-oriented services marketing. It should be on the shelf of every serious services manager"Professor Adrian Payne, Director Centre for CRM, Cranfield University

"An innovative and useful services marketing textbook" Dr. Manto Gotsi, University of Aberdeen Business School

At last! A European services marketing text that presents the subject from a value orientation perspective. Services Marketing: Managing the Service Value Chain argues that all service management efforts are aimed to enhance value in order to increase the bottom line. Through strategic orientation and innovation, the firm/shareholder will reap positive benefits.

 .

"The Service Value Chain is an innovative approach for integrating cusomter orientation and the value orientation--two of the most important cornerstones of our strategy at Deutsche Telekom." Kai-Uwe Ricke, CEO, Deutsche Telekom (T-com, T-Mobile, T-Online, and T-Systems)

Divided into five parts, Part 1 presents the core of the value-oriented services marketing approach. Part 2 focuses on the primary processes and elaborates upon provider activities within these processes. Parts 3 and 4 concentrate on the secondary value processes of services marketing. Finally, Part 5 links the value-oriented services marketing and its environment internally and externally to the service corporation.

This is a long awaited addition to the resource base for teaching Services Marketing to business students. By utilising the Value Chain Concept,  Bruhn and Georgi approach the topic from a novel perspective that is useful for students and practitioners alike.

Dr. Gillian Lyons, University of Wolverhampton

Geared toward 3rd and 4th year marketing students, the book is also useful for postgraduate students and for practitioners who work, or wish to specialise, in the area of services management and marketing.

"This textbook ostensibly demonstrates how services firms can create value by marketing. Lecturers and students will love the numerous cases and "Services Marketing in Action" boxes. Prof. Dr. Christian Homburg, University of Mannheim, Germany

Prof. Dr. Manfred Bruhn is Professor of Marketing and Management at the Center for Economics and Business Administration (WWZ), University of Basel, Switzerland. He has authored numerous books and articles in the areas of services marketing, relationship marketing, integrated communications, sponsoring, internal marketing and retailing.

Dr. Dominik Georgi is research associate at the Center for Economics and Business Administration (WWZ), University of Basel, Switzerl...
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Innehållsförteckning

Part I: Basic concept: The service value chain

1. Managing the service process by the service value chain

2. Value creation by services marketing: service value chain and service profit chain

Part II: Primary value processes: managing interactions and relationships

3. The customer interaction process: managing customer integration, ther service encounter and service recovery

4. The customer relationship process: managing customer acquisition, retention and recovery

Part III: Secondary value processes: creating service value

5. Defining the benefit part of service value: the service product

6. Defining the cost part of service value: service pricing

7. Delivering service value: managing sevice delivery

8. Communicating service value: service communications and branding

Part IV: Secondary value processes: managing service resources for value

9. Managing employees, tangibles and technology for value

10. Service capacity management

Part V: The external and internal environment of a value-orientated services marketing

11. Services marketing and the markets: market strategies, international services marketing, services networks and service outsourcing

12. Services marketing and the service firm: implementing and controlling services marketing