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5 wrz 2020 · xxi, 569 pages : 24 cm. A variety of multi-media instructional aids are available to supplement the text. Includes bibliographical references and index. Overview of services marketing: Introduction to services; Fundamental differences between goods and services; Overview of the services sector; Consumer decision process issues in services ...
15 gru 2010 · Services marketing strategy focuses on delivering processes, experiences, and intangibles to customers rather than physical goods and transactions. It involves integrating a focus on the customer throughout the firm and across all functions.
Services Marketing: People, Technology, Strategy is the ninth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples.
We also define the nature of services and how they create value for customers without transfer of ownership. The chapter highlights some distinctive challenges involved in marketing services and introduces the 7 Ps of services marketing.
2 wrz 2020 · Briefer than competing textbooks, this text includes cases to further illustrate concepts and offers unique coverage on creating the seamless service firm to support a customer-focused organizational culture.
The paper summarizes current research in this domain, which coalesces around three broad perspectives, namely, the service-dominant logic of marketing, technology and service, and transformative service research. It concludes by outlining likely trends for service research into the future.
11 cze 2022 · Services Marketing. Book PDF Available. Essential of Services Marketing, 4th Edition. June 2022. Publisher: Pearson Higher Education. ISBN: 978-1-292-42519-1. Authors: Jochen Wirtz....
