Services Marketing. Managing the Service Value Chain
Manfred Bruhn, Dominik Georgi
A European services marketing text that presents the subject from a value orientation perspective. The book argues that all service management efforts are aimed to enhance value in order to increase the bottom line. Through strategic orientation and innovation, the firm/shareholder will reap positive benefits. Geared toward third and fourth year marketing students, the book is also useful for postgraduate students and for practitioners who work, or wish to specialize, in the area of services management and marketing.
Anzahl Seiten | 478
Abteilung/Forschungsstelle | Marketing und Unternehmensführung
Jahr | 2006
Preis | GBP 39.99
Bezugsquelle | Harlow u.a. | ISBN 0273681575