Globalization - Client-orientation - Deregulation
272 Seiten, Gebunden, HC gerader Rücken kaschiert, Format (B × H): 161 mm x 240 mm, Gewicht: 577 g
Verlag: Emerald Group Publishing Limited
Marketing Strategies for Services
Drawing on their own business experience as well as upon theoretical developments and concepts on marketing, strategic analysis, economics and organization theory, the authors present a fresh approach to questions of marketing strategies for services in global markets. They argue that in their marketing strategies, outstanding service firms increasingly emphasize results and performance, service technology, network structure and culture, lobbying, and global thinking in approaching markets and co-operation arrangements.
Given the strength of the adjustment shock affecting service producers and its certain continuation, this book - full of insights and unconventional thinking - is an important contribution to the literature of services management. It will be useful reading for all who wish to understand why old patterns in the marketing of services are breaking down, as well as what lies around the corner.
Weitere Infos & Material
Preface. List of Tables. Acknowledgements. The Contributors. Part1: Concepts and Issues. Part II: Cases and Business Perspectives. Part III: What Marketing Strategies for the Future? Glossary. Bibliography. Index.