portada Services Marketing Management (en Inglés)

Services Marketing Management (en Inglés)

Formato

Libro Físico

Autor

Peter Mudie

Angela Pirrie

Editorial

Routledge

Idioma

Inglés

N° páginas

280

Encuadernación

Tapa Dura

Peso

0.52 kg.

ISBN13

9781138138735

N° edición

0003

Categorías

Microeconomía
Ventas y marketing
Industrias de la hostelería, el deporte, el ocio y el turismo

Services Marketing Management (en Inglés)

Peter Mudie (Autor) · Angela Pirrie (Autor) · Routledge · Tapa Dura

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Reseña del libro "Services Marketing Management (en Inglés)"

Services Marketing Management builds on the success of the previous editions, formally entitled 'The Management and Marketing of Services', to provide an easily digestible approach to the service industry with a specific focus on the management and marketing elements. This new edition has been thoroughly revamped to include pedagogical features such as exercises and mini cases throughout the text to consolidate learning and make it more student friendly. New content has been incorporated to bring the subject matter thoroughly up to date, for example featuring more on the Internet, the inclusion of material on call centres in respect of service delivery and service encounter; additional material on customer relationship management (CRM); consideration of frontline employees and internal marketing; and a discussion of revenue management issues in managing demand and capacity. Particularly suitable for students on marketing, business and hospitality courses who require a good grounding in the principles of services marketing, the practical implications are shown clearly and effectively demonstrate how the principles are applied in the real world. A web based lecturer resource accompanies the text.