ESCP Europe

Item type

Book

Language

anglais

Pages

648 p.

Edition

6th ed.

Publication year

2007

ISBN

978-0-13-187552-4

Region

• GENERAL

Note

• Cases, credits, endnotes, exhibits, figures, glossary, tables

Note

Readings, index

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...