Principles of Services Marketing

Principles of Services Marketing
*Opening vignettes introduce a chapter's key themes with short examples that present topics in familiar, everyday scenarios students can relate to
*Longer case studies feature well-known companies and provide an opportunity to analyse real-life scenarios and apply understanding
*`In Practice' vignettes drawn from services organizations from around the world and how services are delivered and experienced by customers
*`Thinking Around the Subject' boxes examine the operational challenges of putting theory in to practice
*`Summary & links to other chapters' reinforce the main topics covered and how they fit within the wider context of services marketing to improve overall understanding of the subject
*Expanded coverage of key topics such as service dominant logic, servicescapes and the use of social media explore the latest theory and practice
*Reflects the importance of marketing for public services and not-for-profit organizations
*Includes new chapters on service systems and the experiential aspects of service consumption.
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*Opening vignettes introduce a chapter's key themes with short examples that present topics in familiar, everyday scenarios students can relate to
*Longer case studies feature well-known companies and provide an opportunity to analyse real-life scenarios and apply understanding
*`In Practice' vignettes drawn from services organizations from around the world and how services are delivered and experienced by customers
*`Thinking Around the Subject' boxes examine the operational challenges of putting theory in to practice
*`Summary & links to other chapters' reinforce the main topics covered and how they fit within the wider context of services marketing to improve overall understanding of the subject
*Expanded coverage of key topics such as service dominant logic, servicescapes and the use of social media explore the latest theory and practice
*Reflects the importance of marketing for public services and not-for-profit organizations
*Includes new chapters on service systems and the experiential aspects of service consumption.
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