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Jochen Wirtz

Service Marketing Communications

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€15.99
A01=Jochen Wirtz
Age Group_Uncategorized
Age Group_Uncategorized
Author_Jochen Wirtz
automatic-update
Category1=Non-Fiction
Category=KJS
Complaint Handling
Consumer Behavior
COP=United States
Customer Relationships
Delivery_Delivery within 10-20 working days
eq_bestseller
eq_business-finance-law
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Language_English
Managing Relationship and Building Loyalty
Marketing
NWS=5
PA=Available
Positioning Services
Price_€10 to €20
PS=Active
Service Advantage
Service Environment
Service Excellence
Service Leadership
Service Process
Service Quality and Productivity
Service Recovery
Services Marketing
SN=Winning In Service Markets Series
softlaunch

Product details

  • ISBN 9781944659219
  • Publication Date: 14 Oct 2017
  • Publisher: World Scientific Publishing Co Inc (USA)
  • Publication City/Country: US
  • Product Form: Paperback
  • Language: English
Delivery/Collection within 10-20 working days

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Description
Developing an effective service marketing communications strategy starts with a good understanding of the service product and its prospective buyers. It is essential to understand target market segments and their exposure to different media, consumers' awareness of the service product, their attitudes toward it, and how they can easily evaluate the products characteristics prior to purchase, and during and after consumption. Service Marketing Communications is the fifth volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.