Services Marketing Management

ISBN-13: 9780750666749 / Angielski / Miękka / 2006 / 280 str.

Peter Mudie

Opis

This text provides a practical approach to the service industry, with a specific focus on the management and marketing elements. It includes pedagogical features such as exercises and mini cases to consolidate learning and make it student friendly and is suitable for students on marketing, business, and hospitality courses.

Recenzje

"This book provides the reader with a thorough understanding of the principles of services marketing management, and the vital link between the promises that marketers make to their customers, and the standards of service that operational managers must actually deliver. There is particularly good coverage of the contemporary challenge of industrialising the service encounter and the book provides a welcome discussion of the concept of emotional labour. This new edition is brought up to date with discussion of recent developments in technology that are transforming many service sectors". Adrian Palmer, Professor of Services Marketing, University of Gloucestershire "The text is extremely well written and the content is very thorough and comprehensive. A timely, valuable and welcome addition to services marketing textbooks." Richard Bentley Senior Lecturer in Marketing, Southampton Business School, Southampton Solent University

Spis treści

Preface; Acknowledgements; Introducing services; The organizational setting; Service design; The service setting; Service quality; The service encounter; Service employees; Managing demand and supply; Service communications; Performance measurement; Delivering satisfaction; Monitoring and evaluating the service; Index.

O autorze

Peter Mudie, Angela Pirrie