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Management and Marketing of Services

Autor Peter Mudie, Angela Cottam
en Limba Engleză Hardback – 11 sep 2017
This second edition of The Management and Marketing of Services builds on the success of the first edition and now includes increased coverage of many key areas, extensive examples and case studies. This second edition looks closely at relationship marketing and public sector issues as well as providing expanded sections on: the definition of services, expectations, competitive advantage, pricing of services, segmentation/positioning of services, the service encounter and service employees. The Management and Marketing of Services is a highly accessible text ideal for practitioners and students looking for a comprehensive treatment of this subject area.
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Specificații

ISBN-13: 9781138466814
ISBN-10: 1138466816
Pagini: 320
Dimensiuni: 156 x 234 mm
Greutate: 0.45 kg
Ediția:2
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Recenzii

Reviews of first edition: '..I recommend this book to all those who teach or study the marketing and/or management of services. It is a practical guide for the student and a useful summary for the teacher.' Jonathan S. Swift, Senior Lecturer in Marketing Staffordshire University Business School - Journal of the Market Research Society, November 1994 '... provides a comprehensive
framework for practitioners and students who wish to study the issues that characterise service organisations.' - Banking World, September 1993

Cuprins

Chapter 1 Introducing Services; Chapter 2 The Organizational Setting; Chapter 3 Service Design; Chapter 4 The Service Setting; Chapter 5 Service Quality; Chapter 6 The Service Encounter; Chapter 7 Service Employees; Chapter 8 Managing Demand and Supply; Chapter 9 Service Communications; Chapter 10 Performance Measurement; Chapter 11 Delivering Satisfaction; Chapter 12 Monitoring and Evaluating the Service;

Descriere

Looks at relationship marketing and public sector issues as well as providing sections on: the definition of services, expectations, competitive advantage, pricing of services, segmentation/positioning of services, the service encounter and service employees. This text is aimed at practitioners and students looking for a treatment of this subject.