ESCP Europe

Item type

Book

Language

English

Publication year

2016

Edition no.

8th ed.

ISBN

978-1-944659-01-1

This book explores both concepts and techniques of marketing for a broad range of service categories and industries. It consists of several parts : new perspectives on marketing in the service economy ; customer behavior in service encounters ; distributing services through physical and electronic channels ; exploring business models, pricing and revenue management ; positioning services in competitive markets ; designing and managing service processes ; balancing demand and productive capacity ; managing people for service advantage ; managing relationships and building loyalty ; improving service quality and productivity ; organizing for change management and service leadership...