Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
---|---|---|---|---|---|
Searching... | 30000005026061 | HD9980.5 K37 1999 | Open Access Book | Advance Management | Searching... |
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Summary
Summary
Services Marketing Management An International Perspective Services Marketing Management provides students with an understanding of services marketing in an international context. Based on the authors' views about the essence of marketing in concepts such as market orientation, long-term relationships, quality and, ultimately, satisfaction, this unique book includes the latest developments in Europe, Northern America and Australasia. The text is built around four themes:
* The fundamentals of services marketing management
* A new classification of services based on an extensive overview of existing classifications
* The definition of four new types of services
* The increasing trend to the internationalization of services
The benefits of this book are threefold, the reader will: have an understanding of services marketing management in both a national and an international context; be able to manage a market-oriented service organization; and be able to deliver excellent service quality leading to long-term relationships with customers and employees. Numerous examples illustrate key points discussed in the text and each chapter concludes with a case study.
Author Notes
Hans Kasper is Professor of Services Marketing and Retailing at Maastricht University, The Netherlands and was former president of EMAC (European Marketing Academy). He is also director of ETIL, a research and consultancy agency. Piet van Helsdingen is Senior Vice-President within the international division of ABN AMRO bank and focuses on restructuring and marketing. He lectures in marketing of financial services. Wouter de Vries jr lectures in services marketing at The Free University, Amsterdam, The Netherlands and is a consultant for service companies.
Table of Contents
The Services Domain |
Fundamentals of Services Marketing |
Classifying Services |
Service Environment |
At the Heart |
From Buying Behavior to Relationships |
Service Quality |
Strategic Issues |
Collecting and Managing Market Information |
Strategic Planning at Corporate Level |
Marketing Planning in Strategic Business Units |
Internationalization Strategies |
Services Marketing Mix |
People, Organization and Processes |
Developing and Providing Services |
Communication |
Distribution |
Pricing |
Implementation and Control |
Bibliography |
Index |