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Services Marketing 5/e

Services

沒有庫存
訂購需時10-14天
9780071263931
Zeithaml
華泰文化
2009年1月01日
373.00  元
HK$ 354.35  







* 叢書系列:服務行銷
* 規格:平裝 / 736頁 / 普級 / 單色印刷 / 初版
* 出版地:台灣


服務行銷


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Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book’s content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service strategies for competitive advantage across industries. Hence, frameworks for customer-focused management, and strategies for increasing customer satisfaction and retention through service are included in the fifth edition.

New Features

Increased focus on customer expectations and perceptions and what they imply for marketers.

Increased coverage of business-to-business service applications.

Two new and original cases were written specifically for this textbook: one on JetBlue’s service disaster in 2007 and one on Caterpillar’s decision to become an integrated solution provider. Students are thrown into the real world concepts involved in company’s services.

Increased technology and Internet coverage, including updated “Technology Spotlight” boxes in each chapter.




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