Services Marketing

Services Marketing - Gremler,Dwayne D. Bitner,Mary Jo Zeithaml,Valarie A. | PDF, TXT, FB2. ePUB. MOBI. O livro foi escrito em 2021. Procure um livro sobre


Gremler,Dwayne D. Bitner,Mary Jo Zeithaml,Valarie A.
3,28 MB
Services Marketing.pdf


Hoffman and Bateson's SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES examines the use of services marketing as a competitive tool from a uniquely broad perspective. The book explores services marketing not only as an essential focus for service firms, but also as a source of competitive advantage for companies that market tangible products. As a result, real-world examples throughout the book feature a wide array of businesses representing a variety of industries both within and beyond the nine service economy supersectors: education and health services, financial activities, government, information, leisure and hospitality, professional and business services, transportation and utilities, wholesale and retail trade, and "other services." The Fourth Edition of this proven book draws on cutting-edge data to cover important current issues such as business-to-business services, technology, and the global market, giving you valuable insights and skills to help you understand--and succeed in--today's business environment.

Services marketing emerged as a separate field of study in the early 1980s, following the recognition that the unique characteristics of services required different strategies compared with the marketing of physical goods.. Services marketing typically refers to both business to consumer (B2C) and business-to-business (B2B) services, and ... Services marketing is a broad category of marketing strategies focused on selling anything that is not a physical product.

Services are usually intangible and time-based, and occur multiple times over the course of a relationship -- such as a house cleaning services, or a consulting services. The service marketing mix is also different from marketing mix of tangible products. It isn't limited to the 4 ps.