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Detalhes do Produto
- Editora: John Wiley & Sons
- Categorias:
- Ano: 1753
- ISBN: 9780470091166
Sinopse
In order to deliver excellent service quality, it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the students with an overview of services marketing from this clear strategic orientation. It includes:
- A linking of five core guiding principles: market orientation, assets and capabilities, characteristics of services, internationalization and the value concept
- New coverage of electronic services
- Many 'Service Practice' boxes, featuring examples from all of the world
- End of chapter review questions and practical assignments
- Full length cases at the end of the book with accompanying exercises
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