Services Marketing: Managing the Service Value Chain

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9780273681571: Services Marketing: Managing the Service Value Chain

The first European Services Marketing text that looks at the importance of the Service Value Chain in improving  both customer value and bottom line performance.

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"Value creation is the major challenge of service firms - this book is a scholarly and practical approach to value-oriented services marketing. It should be on the shelf of every serious services manager"Professor Adrian Payne, Director Centre for CRM, Cranfield University

"An innovative and useful services marketing textbook" Dr. Manto Gotsi, University of Aberdeen Business School

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.

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"The Service Value Chain is an innovative approach for integrating cusomter orientation and the value orientation--two of the most important cornerstones of our strategy at Deutsche Telekom." Kai-Uwe Ricke, CEO, Deutsche Telekom (T-com, T-Mobile, T-Online, and T-Systems)

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.

“This is a long awaited addition to the resource base for teaching Services Marketing to business students. By utilising the Value Chain Concept,  Bruhn and Georgi approach the topic from a novel perspective that is useful for students and practitioners alike.”

Dr. Gillian Lyons, University of Wolverhampton

Geared toward 3rd and 4th year marketing students, the book is also useful for postgraduate students and for practitioners who work, or wish to specialise, in the area of services management and marketing.

"This textbook ostensibly demonstrates how services firms can create value by marketing. Lecturers and students will love the numerous cases and "Services Marketing in Action" boxes. Prof. Dr. Christian Homburg, University of Mannheim, Germany

Prof. Dr. Manfred Bruhn is Professor of Marketing and Management at the Center for Economics and Business Administration (WWZ), University of Basel, Switzerland. He has authored numerous books and articles in the areas of services marketing, relationship marketing, integrated communications, sponsoring, internal marketing and retailing.

Dr. Dominik Georgi is research associate at the Center for Economics and Business Administration (WWZ), University of Basel, Switzerland. He has authored books and articles in the areas of services marketing, quality management and relationship marketing.

 

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Bruhn, Manfred;Georgi, Dominck
Editorial: Lebanon, Indiana, U.S.A.: Prentice Hall (2005)
ISBN 10: 0273681575 ISBN 13: 9780273681571
Nuevos Soft cover Cantidad: 5
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Descripción Lebanon, Indiana, U.S.A.: Prentice Hall, 2005. Soft cover. Estado de conservación: New. Ship out 1-2 business day,Brand new,US edition, Free tracking number usually 2-4 biz days delivery to worldwide Same shipping fee with US, Canada,Europe country, Australia, item will ship out from either LA or Asia, g. Nº de ref. de la librería ABE-5737318335

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Manfred Bruhn
Editorial: Pearson Education Canada (2005)
ISBN 10: 0273681575 ISBN 13: 9780273681571
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Descripción Pearson Education Canada, 2005. Paperback. Estado de conservación: New. book. Nº de ref. de la librería M0273681575

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ManfredBruhn
Editorial: Financial Times Prentice Hall (2005)
ISBN 10: 0273681575 ISBN 13: 9780273681571
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Descripción Financial Times Prentice Hall, 2005. Estado de conservación: New. This item is printed on demand for shipment within 3 working days. Nº de ref. de la librería GM9780273681571

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