eBook - ePub

Services Marketing Management

Name: Services Marketing Management
ISBN: 9781136366789

Peter Mudie,

Angela Pirrie,

280 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Services Marketing Management

Peter Mudie,

Angela Pirrie,

About this book

Services Marketing Management builds on the success of the previous editions, formally entitled 'The Management and Marketing of Services', to provide an easily digestible approach to the service industry with a specific focus on the management and marketing elements.

This new edition has been thoroughly revamped to include pedagogical features such as exercises and mini cases throughout the text to consolidate learning and make it more student friendly. New content has been incorporated to bring the subject matter thoroughly up to date, for example featuring more on the Internet, the inclusion of material on call centres in respect of service delivery and service encounter; additional material on customer relationship management (CRM); consideration of frontline employees and internal marketing; and a discussion of revenue management issues in managing demand and capacity.

Particularly suitable for students on marketing, business and hospitality courses who require a good grounding in the principles of services marketing, the practical implications are shown clearly and effectively demonstrate how the principles are applied in the real world.

A web based lecturer resource accompanies the text.

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Yes, you can access Services Marketing Management by Peter Mudie,Angela Pirrie in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.