Services marketing management : an international perspective
著者
書誌事項
Services marketing management : an international perspective
John Wiley, 1999
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注記
Includes index
内容説明・目次
内容説明
Services marketing has emerged in recent years as one of the most rapidly growing courses on the marketing curriculum, especially in Northern Europe. Services marketing management is all about ensuring the production of the right services in the right place and right time at the right price. This textbook provides an international perspective on the subject. It integrates the three themes of service quality, human resources and market orientation, with examples and cases from all over the world, and also offers a mix of theory and practice to reflect the wide experiences of the author team.
目次
- The fundamentals of services marketing management
- classifying services and service delivery processes
- the service environment
- services buying behaviour
- service quality
- information and market research in service organizations
- a framework for strategic services planning at corporate level
- strategic services marketing planning in strategic business units
- internationalization of services
- people, organization and processes
- providing and developing services
- communication
- distribution of services
- pricing services
- implementation and control
- marketing government and public services.
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