Services marketing : integrating customer focus across the firm /
Services marketing : integrating customer focus across the firm /
- 2nd European edition.
- Maidenhead (England) : McGraw-Hill Education, 2012.
- xxv-559 p. : ill. ; 27 cm.
Includes index and bibliographic references.
Foundations of services marketing -- Understanding customer requirements -- Aligning service design and standards -- Delivering and performing service -- Managing service promises -- Services and bottom line.
Advanced economies of the world are dominated by services, even manufacturing companies recognize that service provides sustainable competitive advantages. This text focuses on customer expectations in order to help companies develop and deliver a service that the customer will value.
0077131711 9780077131715: £45.99 9780077131715
Service industries--Marketing.
Customer services.
Service industries--Marketing--Case studies.
Marketing.
658.8 / WIL
Includes index and bibliographic references.
Foundations of services marketing -- Understanding customer requirements -- Aligning service design and standards -- Delivering and performing service -- Managing service promises -- Services and bottom line.
Advanced economies of the world are dominated by services, even manufacturing companies recognize that service provides sustainable competitive advantages. This text focuses on customer expectations in order to help companies develop and deliver a service that the customer will value.
0077131711 9780077131715: £45.99 9780077131715
Service industries--Marketing.
Customer services.
Service industries--Marketing--Case studies.
Marketing.
658.8 / WIL