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Services marketing

Autor: David L Kurtz; Kenneth E Clow
Editora: New York, NY : J. Wiley & Sons, ©1998.
Edição/Formato   Imprimir livro : InglêsVer todas as edições e formatos
Base de Dados:WorldCat
Resumo:
In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today's dynamic environment. Each chapter contains a short case that allows students an opportunity to apply the concepts of the chapter. All cases are real-world companies, from Scandinavian Airlines to Kinko's.  Ler mais...
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Detalhes

Formato Físico Adicional: Online version:
Kurtz, David L.
Services marketing.
New York, NY : J. Wiley & Sons, ©1998
(OCoLC)891822036
Tipo de Material: Recurso Internet
Tipo de Documento Livro, Recursos de internet
Todos os Autores / Contribuintes: David L Kurtz; Kenneth E Clow
ISBN: 0471180343 9780471180340
Número OCLC: 37109256
Descrição: xxii, 570 pages : illustrations ; 25 cm
Conteúdos: About the Authors --
Preface --
Ch. 1. Introduction to Services Marketing --
Ch. 2. The Purchase Process for Services --
Ch. 3. Consumer Expectations of Services --
Ch. 4. Service Quality --
Ch. 5. Operations --
Ch. 6. People --
Ch. 7. Environment --
Ch. 8. Pricing --
Ch. 9. Distribution --
Ch. 10. Competitive Marketing Strategies --
Ch. 11. Managing Supply, Demand, and Productivity --
Ch. 12. Customer Retention --
Ch. 13. An Integrated Communications Program --
Case 1. Jefferson-Pilot Corporation --
Case 2. Autotest --
Case 3. Clifton, The Country Inn --
Case 4. ERG International, Inc. --
Case 5. Adult Day Care Center --
Case 6. Wright Airline Services Information Systems Organization --
Case 7. Eagle Crest Country Club --
Case 8. Apollo Hospitals of India (B) --
Subject Index --
Name Index.
Responsabilidade: David L. Kurtz, Kenneth E. Clow.
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Resumo:

In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today's dynamic environment. Each chapter contains a short case that allows students an opportunity to apply the concepts of the chapter. All cases are real-world companies, from Scandinavian Airlines to Kinko's. Plus, Services in Action boxes in each chapter spotlight how real-world companies use the concepts. Finally, 8 comprehensive cases throughout the text require readers to integrate the concepts and theories they have learned.

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