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Services marketing : integrating customer focus across the firm / Alan Wilson... [et al.]

Coauthor Wilson, Alan M. Country Reino Unido. Edition 1st european ed Publication London : McGraw-Hill Education, cop. 2008 Description XXIII, 623 p. : il. ; 26 cm ISBN 0-07-710795-0
CDU 658.8
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Monografia Biblioteca Geral da Universidade do Minho
BGUM 658.8 - S Available 415806

Licenciatura em Marketing Marketing de Serviços e Relacional 2º semestre

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Enhanced descriptions from Syndetics:

European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This European edition provides students with a complete introduction to the unique marketing challenges that services present. Guiding students to recognize and understand these special characteristics, the text also explores frameworks for developing and implementing service strategies for competitive advantage across a wide array of industries. European examples, cases and readings have been integrated throughout the chapters, and the material has also been updated and restructured to reflect the latest thinking in services marketing. This book is ideal for services marketing modules at the undergraduate, postgraduate (both masters and doctoral courses), and executive education levels.

Table of contents provided by Syndetics

  • Part 1 Foundations for services Marketing
  • 1 Introduction to Services
  • 2 Consumer Behaviour in Services
  • 3 Consumer Expectations of Service
  • 4 Customer Perceptions of Service
  • 5 Conceptual Framework of the Book- The Gaps Model of Service Quality
  • Part 2 Understanding Customer Requirements
  • 6 Listening to Customers Through Research
  • 7 Building Customer Relationships
  • Part 3 Aligning Service Design and Standards
  • 7 Service Development and Design
  • 8 Customer Defined Service Standards
  • 9 Physical Evidence and the Servicescape
  • Part 4 Delivering and Performing Service
  • 11 Employees' Roles in Service Delivery
  • 12 Customers' Roles in Service Delivery
  • 13 Delivering Service through Technology and Intermediaries
  • 14 Managing Demand and Capacity
  • 15 Service Recovery
  • Part 5 Managing Service Promises
  • 16 Integrated Service Marketing Communications
  • 17 Pricing of Services
  • Part 6 Service and the Bottom Line
  • 18 The Financial Impact of Service Quality
  • Case Section
  • 1 Tesco- The Customer Relationship Management Champion
  • 2 People, Service and Profit at Jyske Bank
  • 3
  • 4 Telecom Italia Mobile: Making Profits in a Mature Market
  • 5 McDonalds in the UK: The Competitive Strategies
  • 6 Call Center Europe
  • 7 Disneyland resort Paris: Mickey Goes to Europe
  • 8 Giordano

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