Articles liés à Principles of Services Marketing

Principles of Services Marketing - Couverture souple

Livre 2 sur 6: UK Higher Education Business Marketing

Palmer, Adrian

 
9780077152345: Principles of Services Marketing
Couverture souple
ISBN 10 : 0077152344 ISBN 13 : 9780077152345
Editeur : McGraw Hill Higher Education, 2014

Synopsis

Now in its seventh edition, Principles of Services Marketing has been revised and updated throughout toreflect the most recent developments in this fast-moving and exciting sector. With a stronger emphasis onemerging and global economies, it’s been restructured to give clearer focus on key issues of efficiency,accessibility and customer experience. This authoritative text develops an indispensable framework forunderstanding services, their effective marketing and how this drives value creation.

Key Features
•Opening vignettes introduce a chapter’s key themes with short examples that present topics in familiar, everyday scenarios students can relate to
•Longer case studies feature well-known companies and provide an opportunity to analyse real-life scenarios and apply understanding
•‘In Practice’ vignettes drawn from services organizations from around the world and how services are delivered and experienced by customers
•‘Thinking Around the Subject’ boxes examine the operational challenges of putting theory in to practice
•‘Summary & links to other chapters’ reinforce the main topics covered and how they fit within the wider context of services marketing to improve overall understanding of the subject
•Expanded coverage of key topics such as service dominant logic, servicescapes and the use of social media explore the latest theory and practice
•Reflects the importance of marketing for public services and not-for-profit organizations
•Includes new chapters on service systems and the experiential aspects of service consumption.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Adrian Palmer is Professor of Marketing at ESC Rennes, France, a Grand Ecole which has been listed in the Financials Times rankings of the World’s Top 50 schools for Masters in Management programmes.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
McGraw Hill Higher Education
Date d'édition
2014
Langue
anglais
ISBN 10 
0077152344
ISBN 13 
9780077152345
Reliure
Broché
Nombre de pages
554
Coordonnées du fabricant
non disponible
Personne responsable
non disponible