Name: Services Marketing (en Inglés)
Price: 426260.00 COP
Availability: InStock
Author: William Chitty; Steven D'alessandro; David Gray; Andrew Hughes
ISBN: 9780190303167

Formato

Libro Físico

Editorial

Oxford University Press

Autor

William Chitty; Steven D'alessandro; David Gray; Andrew Hughes

Año

2019

Idioma

Inglés

N° páginas

496

Encuadernación

Tapa Blanda

ISBN13

9780190303167

N° edición

Categorías

Gestión y técnicas de gestión

Services Marketing (en Inglés)

William Chitty; Steven D'alessandro; David Gray; Andrew Hughes (Autor) · Oxford University Press · Tapa Blanda

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Reseña del libro "Services Marketing (en Inglés)"

Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from global service-based economies. This text encourages students to develop an understanding of the service processes that create value for identified target markets. An analytical learning approach, based on applying established and evolving services marketing concepts for Australasian organisations, is the rationale of the pedagogy adopted by this text. That approach is warranted for two reasons: - Australian and New Zealand service organisations are developing closer economic ties with the growing markets of their South-East Asian counterparts. - By understanding Australasian service organisations, students will be able to adopt an international perspective on services marketing.