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Titre :
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Services Marketing : People, technology, strategy
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Auteurs :
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Lovelock Christopher, Auteur ;
Wirtz Jochen, Auteur
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Type de document :
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texte imprimé
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Editeur :
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Boston : Pearson, 2011
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ISBN/ISSN/EAN :
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978-0-13-611874-9
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Format :
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648 p. / ill, ... en coleur / 27,5/21,5 cm
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Note générale :
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About the Authors; About the contributors of the cases; Brief Contents; Contents; Preface; Acknowledgments; Glossary; Credits; Name Index; Subject Index.
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Langues:
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Anglais
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Index. décimale :
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331.118 (Productivité)
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Catégories :
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4 Sciences sociales et humaines
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Mots-clés:
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Market
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Marketing
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Business
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Management
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Value
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Customers
;
Service Environment
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Productive capacity
;
Service Strategies
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Résumé :
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This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include: - More! Global cases and examples: Examples from Europe, the Middle East and Asia help studentsin these regions relate to the key issues more easily. - New! Organization of the book: Based on reviewer feedback, the new edition no longer contains separate readings. Instead, key issues are now fully integrated throughout the chapters. - New! Applications of technology: From Internet-based strategies to searc-engine optimization arev woven into the text at relevant points in the majority of chapters. By drawing on a host of well-known companies including Tesco, Emirates Airlines, and Maxis Communications, this seventh edition explores key issues within a broader general management context.
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Note de contenu :
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Part I. Understanding Service Products, Consumers, and Markets (24-101); Part II. Applying the 4 Ps of Marketing to Services (102-215); Part III. Managing the Customer Interface (216-333); Part IV: Implementing Profitable Service Strategies (334-461); Cases (462-617).
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En ligne :
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www.pearsoned.co.uk
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