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32
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Sent from Greece
Description
Specifications
The book, based on contemporary literature and the long-term research, consulting, and teaching experience of the authors, thoroughly illuminates the dimension of marketing in the intangible world of services. The aim is for the reader to understand how certain choices, strategies, and tactics can lead a service-providing business to profitability and success.
The third edition complements the highly successful second edition of the only university textbook to date in the field of services in Greece, incorporating all the key issues and developments in the realm of Service Marketing and includes a series of case studies, which, accompanied by questions and examples, contribute to the understanding of the concepts.
Starting from the peculiarities of services compared to goods and their impact on consumer behavior and management and marketing practices, the book comprehensively covers the strategic issues of marketing in services, presenting the following:
- service quality,
- customer service,
- the importance of employees in service-providing businesses,
- organization of the service production and service delivery processes,
- management of the service product portfolio,
- pricing of services,
- communication techniques,
- distribution management and management of the service delivery environment,
- industrial service marketing.
“Service Marketing” is aimed at undergraduate and graduate students, as well as mid-level and senior executives involved in marketing within the particularly complex and competitive field of services.
Manufacturer
Specifications
- Authors
- Spyros Gounaris, Kalypso Karantinou
- Publisher
- Rosili
- Language
- Greek
- Cover
- Hardcover
- Number of Pages
- 480
- Publication Date
- 2014
- Dimensions
- 25x17 cm
- ISBN-13
- 9789607745392
Book Type
- Diversity, Equity & Inclusion (DEI)
- No
Important information
Specifications are collected from official manufacturer websites. Please verify the specifications before proceeding with your final purchase. If you notice any problem you can report it here.