Services Marketing - Softcover

Chitty, William (Murdoch University); D'Alessandro, Steven (Professor, Professor, Charles Sturt University); Gray, David (Adjunct Associate Professor, Adjunct Associate Professor, Charles Sturt University); Hughes, Andrew (Senior Lecturer, Senior Lecturer, Australian National University)

Softcover

ISBN 10: 0190303166 ISBN 13: 9780190303167

Verlag: Oxford University Press Australia, 2019

Inhaltsangabe

Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from global service-based economies.

This text encourages students to develop an understanding of the service processes that create value for identified target markets. An analytical learning approach, based on applying established and evolving services marketing concepts for Australasian organisations, is the rationale of the pedagogy adopted by this text. That approach is warranted for two reasons:
- Australian and New Zealand service organisations are developing closer economic ties with the growing markets of their South-East Asian counterparts.
- By understanding Australasian service organisations, students will be able to adopt an international perspective on services marketing.

Über diesen Titel

Über die Autorin bzw. den Autor

William Chitty, Murdoch University,Steven D'Alessandro, Professor, Charles Sturt University,David Gray, Adjunct Associate Professor, Charles Sturt University,Andrew Hughes, Senior Lecturer, Australian National University

William Chitty is a former Lecturer in Marketing at the Murdoch Business School, Murdoch University.

Steven D'Alessandro is a Professor in Marketing at Charles Sturt University.

David Gray is an Adjunct Associate Professor at Charles Sturt University.

Andrew Hughes is a Senior Lecturer in marketing at the School of Management, Marketing and International Business at the Australian National University.

Details zur Ausgabe

• Verlag: Oxford University Press Australia
• Erscheinungsdatum: 2019
• Sprache: Englisch
• ISBN 10: 0190303166
• ISBN 13: 9780190303167
• Einband: Taschenbuch
• Auflage: 2
• Anzahl der Seiten: 496
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Penguin Random House Ireland Limited; productsafety@penguin.co.uk; ; Morrison Chambers, 32 Nassau Street; Dublin; Irland