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This comprehensive text provides a managerial overview of services by combining conceptual rigor with practical applications.
This comprehensive text provides a managerial overview of services by combining conceptual rigor with practical applications.
This comprehensive text provides a managerial overview of services by combining conceptual rigor with practical applications.
This comprehensive text provides a managerial overview of services by combining conceptual rigor with practical applications
This comprehensive text provides a managerial overview of services by combining conceptual rigor with practical applications.
This comprehensive text provides a managerial overview of services by combining conceptual rigor with practical applications.
Written from a European perspective, this book demonstrates how services firms can create value by marketing. Divided into five parts, it includes case studies and "Services Marketing in Action" boxes. Aimed at final year marketing students, it is also useful for practitioners w…
Services Marketing: Managing the Service Value Chain 1st edition argues that all service management efforts are aimed to enhance value in order to improve the bottom line. Written from a European perspective, the book demonstrates that through strategic orientation and innovatio…
Providing an overview of key concepts in the field of marketing, this text considers the subject in the context of the service industry, exploring the theories, structures and practices which can be used to ensure the best possible returns.