9780190303167: Services Marketing
Couverture souple
ISBN 10 : 0190303166 ISBN 13 : 9780190303167
Editeur : OUP Australia and New Zealand, 2019

Synopsis

Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from global service-based economies.

This text encourages students to develop an understanding of the service processes that create value for identified target markets. An analytical learning approach, based on applying established and evolving services marketing concepts for Australasian organisations, is the rationale of the pedagogy adopted by this text. That approach is warranted for two reasons:
- Australian and New Zealand service organisations are developing closer economic ties with the growing markets of their South-East Asian counterparts.
- By understanding Australasian service organisations, students will be able to adopt an international perspective on services marketing.

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

À propos de l'auteur

William Chitty is a former Lecturer in Marketing at the Murdoch Business School, Murdoch University.

Steven D'Alessandro is a Professor in Marketing at Charles Sturt University.

David Gray is an Adjunct Associate Professor at Charles Sturt University.

Andrew Hughes is a Senior Lecturer in marketing at the School of Management, Marketing and International Business at the Australian National University.

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

Éditeur
OUP Australia and New Zealand
Date d'édition
2019
Langue
anglais
ISBN 10 
0190303166
ISBN 13 
9780190303167
Reliure
Broché
Numéro d'édition
2
Nombre de pages
496
Coordonnées du fabricant
non disponible
Personne responsable
Ufficio Anagrafiche Messaggerie
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