ESCP Europe

Item type

Book

Language

English

Publication year

2009

ISBN

978-981-06-7995-8

Note

• Exhibits, figures, glossary, photographs, tables

Subjects

This book explores both concepts and techniques of marketing for anyone who works in the services industry. It places marketing issues within a broader general management context and help the reader to understand service products, consumers and markets, to apply the 4Ps (marketing mix model) to services, to manage the customer interface, and to implement profitable service strategies. 20 international case studies (America, Europe, Asia).