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Books > Business & Economics > Business & management > Sales & marketing
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Services Marketing (Paperback, 2nd Revised edition)
Loot Price: R2,574
Discovery Miles 25 740
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Services Marketing (Paperback, 2nd Revised edition)
Expected to ship within 12 - 17 working days
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Services Marketing Second Edition helps students understand the
role that services marketing plays in creating customer value, and
the increasing contributions that services make to national
economies. Service marketers need to understand the practical
implications associated with the definitive characteristics of
services because that knowledge will enable them to recognise, and
effectively manage, the marketing opportunities arising from global
service-based economies. This text encourages students to develop
an understanding of the service processes that create value for
identified target markets. An analytical learning approach, based
on applying established and evolving services marketing concepts
for Australasian organisations, is the rationale of the pedagogy
adopted by this text. That approach is warranted for two reasons: -
Australian and New Zealand service organisations are developing
closer economic ties with the growing markets of their South-East
Asian counterparts. - By understanding Australasian service
organisations, students will be able to adopt an international
perspective on services marketing.
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