Services marketing
著者
書誌事項
Services marketing
（McGraw-Hill series in marketing）（McGraw-Hill international editions, . Marketing and advertising series）
McGraw-Hill, 1996
大学図書館所蔵 件 / 全3件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes index
内容説明・目次
内容説明
This text replaces the 4Ps with the Gaps Model of Service Quality which makes explicit the difference between the marketing of goods and the marketing of services. Topics covered include: service quality; measuring service quality; links between marketing and other disciplines; and transforming a product firm into a service firm. The book focuses on customer expectations and perceptions, including customer-based pricing and value-pricing strategies to reflect the way to incorporate the customer into all decisions. Chapters discuss international services marketing and six case studies end the book.
目次
- Part 1 Introduction: an introduction to services
- key competitive trends and conceptual framework of the book. Part 2 Focus on the customer: consumer behaviour in services
- customer expectations of service
- customer perceptions of service. Part 3 Listening to customer requirements: understanding customer expectations through marketing research
- building customer relationships through segmentation and retention strategies. Part 4 Aligning strategy - service design, and standards: customer-defined services standards
- leadership and measurements systems for market-driven services performance
- service design and positioning. Part 5 Delivering and performing service: employee roles in service delivery
- delivering service through intermediaries
- customer's roles in service delivery
- managing demand and capacity
- international service marketing. Part 6 Managing service promises : the role of advertising, personal selling, and other communication
- pricing of services
- the physical evidence of service.
「Nielsen BookData」 より