Book
Bruhn, M., Georgi, D.
(2006).
Services marketing : Managing the service value chain.
Edinburgh : Pearson.
Services marketing : Managing the service value chain
Manfred Bruhn (Author),
Dominik Georgi (Author)
At last! A European services marketing text that presents the subject from a value orientation perspective. Services Marketing: Managing the Service Value Chain argues that all service management efforts are aimed to enhance value in order to increase the bottom line. Through strategic orientation and innovation, the firm/shareholder will reap positive benefits.
Divided into five parts :
Part 1 presents the core of the value-oriented services marketing approach.
Part 2 focuses on the primary processes and elaborates upon provider activities within these processes.
Parts 3 and 4 concentrate on the secondary value processes of services marketing. Finally,
Part 5 links the value-oriented services marketing and its environment internally and externally to the service corporation.
Publisher: | Edinburgh : Pearson, 2006 |
Pagination: | 1 vol. (xxvi-478 p.) |
ISBN (or other code): | 978-0-273-68157-1 |
Languages: | English |
Descriptors: | MARKETING MANAGEMENT MARKETING THEORY SERVICES MARKETING STRATEGIC MARKETING |
Bruhn, M., Georgi, D.
(2006).
Services marketing : Managing the service value chain.
Edinburgh : Pearson.
Copies (1)
Barcode | Call number | Media type | Location | Section | Status |
---|---|---|---|---|---|
00161000295451 | 121.07 BRU | Ouvrage | XL Library La Rochelle | Marketing | Available |