Services Marketing Management

A Strategic Perspective

Hans Kasper, Piet Van Helsdingen, Mark Gabbott

554 pages, parution le 14/04/2006 (2^eme édition)

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Résumé

In order to deliver excellent service quality, it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the students with an overview of services marketing from this clear strategic orientation. It includes:

A linking of five core guiding principles: market orientation, assets and capabilities, characteristics of services, internationalization and the value concept
New coverage of electronic services
Many 'Service Practice' boxes, featuring examples from all of the world
End of chapter review questions and practical assignments
Full length cases at the end of the book with accompanying exercises

L'auteur - Hans Kasper

Hans Kasper is Professor of Services and Retail Management at Maastricht University and Director of Etil bv.

L'auteur - Piet Van Helsdingen

Piet van Helsdingen is Lecturer of Services Marketing at the Vrije Universiteit and a management trainer and consultant on service concepts in Amsterdam.

L'auteur - Mark Gabbott

Mark Gabbott is Professor of Marketing, Head of the Department of Marketing and Deputy Dean, Faculty of Business and Economics at Monash University.

Sommaire

Preface
Understanding Value Creation in Services
Creating Value in Services
Delivering Value Through the Actual Service Experience
References
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Hans Kasper, Piet Van Helsdingen, Mark Gabbott
Parution	14/04/2006
Édition	2^eme édition
Nb. de pages	554
Format	19,5 x 26
Couverture	Broché
Poids	1350g
Intérieur	2 couleurs
EAN13	9780470091166
ISBN13	978-0-470-09116-6