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…
The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. These assets, which comprise brand equity, are a primary source of competitive advantag…
With its assessment and linking of study reports into a coherent narrative, this book accurately describes the technological and economic opportunities of nanotechnology in all important sectors of industry affected. As such, it provides an in depth-analysis within the context o…
Die Marketingwissenschaft lebt von ihrer Vielfalt, vom Widerstreit der Gestalter und Wissenschaftskulturen und von der wertfreien Hinwendung zu neuen Untersuchungsphänomenen. Gleichzeitig kommen immer wieder Fragen nach dem Theoriekern und der klaren Abgrenzung des Gegenstandsbe…
