Services marketing
著者
書誌事項
Services marketing
J. Wiley, c1998
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This practical guide is the first to take a behavioral/managerial approach to one of the fastest-growing fields in marketing: services marketing! In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today's dynamic environment.
目次
THE FOUNDATIONS OF SERVICES MARKETING.
Introduction to Services Marketing.
The Purchase Process for Services.
Consumer Expectations of Services.
Service Quality.
MANAGING THE SERVICE OUTCOME.
Operations.
People.
Environment.
Pricing.
Distribution.
SERVICES STRATEGIES.
Competitive Marketing Strategies.
Managing Supply, Demand, and Productivity.
Customer Retention.
An Integrated Communications Program.
Cases.
Indexes.
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