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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....
2 wrz 2020 · "Services Marketing: Concepts, Strategies, and Cases, 3e offers a managerial perspective of services marketing and examines its use as a competitive strategy. This edition also emphasizes the growing importance of B2B, technology, and global issues.
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.
The discussion of the three stages shows how the literature has evolved from the early services-marketing-is-different debate to the maturation of specific topics (e.g., service quality, service encounters) and the legitimization of the services marketing literature by major marketing journals.
Introduction to Services Marketing. Paulina Papastathopoulou, Ph.D. Lecturer in Marketing Department of Marketing and Communications. 1. Defining services. “Activities, benefits and satisfactions, which are offered for sale or are provided in connection with the sale of goods” (American Marketing Association, Committee of Definitions 1960, p. 21).
