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Services Marketing

Af: William Chitty, David Gray, Steven D'Alessandro, Andrew Hughes Engelsk Paperback

Services Marketing

Af: William Chitty, David Gray, Steven D'Alessandro, Andrew Hughes Engelsk Paperback
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Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from global service-based economies. This text encourages students to develop an understanding of the service processes that create value for identified target markets. An analytical learning approach, based on applying established and evolving services marketing concepts for Australasian organisations, is the rationale of the pedagogy adopted by this text. That approach is warranted for two reasons: - Australian and New Zealand service organisations are developing closer economic ties with the growing markets of their South-East Asian counterparts. - By understanding Australasian service organisations, students will be able to adopt an international perspective on services marketing.
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Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from global service-based economies. This text encourages students to develop an understanding of the service processes that create value for identified target markets. An analytical learning approach, based on applying established and evolving services marketing concepts for Australasian organisations, is the rationale of the pedagogy adopted by this text. That approach is warranted for two reasons: - Australian and New Zealand service organisations are developing closer economic ties with the growing markets of their South-East Asian counterparts. - By understanding Australasian service organisations, students will be able to adopt an international perspective on services marketing.
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Produktdetaljer
Sprog: Engelsk
Sider: 496
ISBN-13: 9780190303167
Indbinding: Paperback
Udgave:
ISBN-10: 0190303166
Kategori: Salg og marketing
Udg. Dato: 22 maj 2019
Længde: 20mm
Bredde: 246mm
Højde: 203mm
Forlag: Oxford University Press Australia
Oplagsdato: 22 maj 2019
Forfatter(e): William Chitty, David Gray, Steven D'Alessandro, Andrew Hughes
Forfatter(e) William Chitty, David Gray, Steven D'Alessandro, Andrew Hughes

Kategori Salg og marketing

ISBN-13 9780190303167

Sprog Engelsk

Indbinding Paperback

Sider 496

Udgave

Længde 20mm

Bredde 246mm

Højde 203mm

Udg. Dato 22 maj 2019

Oplagsdato 22 maj 2019

Forlag Oxford University Press Australia

Kategori sammenhænge