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Services Marketing - A Contemporary Approach (Paperback, 2nd ed)
Services Marketing - A Contemporary Approach (Paperback, 2nd ed): Christo Boshoff

Services Marketing - A Contemporary Approach (Paperback, 2nd ed)

Christo Boshoff

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As the primary focus of the global economy has moved from agriculture to manufacturing to services-dominated economies, the realisation that 'we are all in services' has finally dawned. Services marketing has developed, as a result, and is now a well-established sub-discipline of marketing, with its own theories and body of knowledge.

This volume deals with the unique difficulties of marketing what is essentially an intangible entity and focuses on the most contemporary debates, research and managerial demands in this very challenging business domain. This second edition offers new case studies from contemporary business situations, where consumers are highly informed and discriminating.

These real world examples illustrate how service providers should refine their marketing approach and practice in order to remain competitive in the global market.

General

Imprint: Juta Legal and Academic Publishers
Country of origin: South Africa
Release date: November 2013
Editors: Christo Boshoff
Dimensions: 245 x 169 x 24mm (L x W x T)
Format: Paperback
Pages: 404
Edition: 2nd ed
ISBN-13: 978-0-7021-9752-9
Categories: Books > Business & Economics > Business & management > Sales & marketing > General
Books > Varsity Textbooks
Books > Academic & Education > Varsity Textbooks > Business & Economics
Books > Academic & Education > Varsity Textbooks > Business Management
Books > Academic & Education > Varsity Textbooks > Consumer Studies
Books > Academic & Education > Varsity Textbooks > Marketing
Promotions
Books > Academic & Education > UNISA > Business & Economics
Books > Academic & Education > UNISA > Business Management
Books > Academic & Education > UNISA > Consumer Studies
Books > Academic & Education > UNISA > Marketing
LSN: 0-7021-9752-1
Barcode: 9780702197529
Course Code: MNM3713

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