Management and Marketing of Services

2. Auflage 1999
ISBN: 978-0-7506-3594-3
Verlag: Routledge

Buch, Englisch, 320 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 488 g

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.

Zielgruppe

Suitable for advanced undergraduates or postgraduates studying the management of service operations in a marketing orientated environment.

Autoren/Hrsg.

Mudie, Peter

Cottam, Angela

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Establishing a framework for service creation and delivery - Introducing services; Understanding organizations; Service design; Service setting; Managing customer and service interaction - Service quality; Service encounter; Service employees; Managing demand and supply; Service communications; Controlling service delivery - Performance measurement; Monitoring and evaluating the service; Satisfaction guaranteed.

Über Autor(innen)

Peter Mudie, Angela Cottam