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Book Cover
Book
Author Bruhn, Manfred.

Title Services marketing : managing the service value chain / Manfred Bruhn and Dominck Georgi
Published Harlow : Financial Times Prentice Hall, 2006

Copies

Location Call no. Vol. Availability
 MELB  658.8 Bru/Smm  AVAILABLE
 WATERFT BUSINESS  658.8 Bru/Smm  AVAILABLE
Description xxvi, 478 pages : illustrations ; 25 cm
Contents Ch. 1. Managing the service process by the service value chain -- Ch. 2. Value creation by services marketing : service value chain and service profit chain -- Ch. 3. The customer interaction process : managing customer integration, the service encounter and service recovery -- Ch. 4. The customer relationship process : managing customer acquisition, retention and recovery -- Ch. 5. Defining the benefit part of service value : the service product -- Ch. 6. Defining the cost part of service value : service pricing -- Ch. 7. Delivering service value : managing service delivery -- Ch. 8. Communicating service value : service communications and branding -- Ch. 9. Managing employees, tangibles and technology for value -- Ch. 10. Service capacity management -- Ch. 11. Services marketing and the markets : market strategies, international services marketing, service networks and service outsourcing
Ch. 12. Services marketing and the service firm : implementing and controlling services marketing
Bibliography Includes bibliographical references (pages 449-466) and index
Subject Service industries -- Marketing -- Management.
Customer services -- Marketing -- Management.
Business logistics -- Management.
Author Georgi, Dominck.
LC no. 2005053044
ISBN 9780273681571 paperback
0273681575 paperback