The chapters in this book explore case studies, contemporary research, and theoretical frameworks in effective business management, providing students, academicians, researchers, and managers with the resources and insight necessary to ... 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. Stressing the importance of structure, strategy, leadership, and marketing in the Cyber Era; this book is a useful tool for upper-level students, researchers, academicians, professionals and practitioners, scientists, and executive managers ... Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This book responds to calls for quality healthcare service management practices or processes from developing economy perspectives. At the top of a company, sales do not matter, profits do not matter, even return on investment is a secondary concern. The text features a dynamic approach to human interactions both in face-to-face communication as well as connecting through technology. This book covers a wide spectrum of topics, service contexts and methodologies and reflects the broad range of current services research. Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities is an essential reference source that provides guidelines on how SMEs can achieve sustainability through positive marketing outcomes and ... Covering a broad range of topics and perspectives such as customer satisfaction, healthcare service, and microfinance, this book is ideally designed for students, academics, practitioners, and professionals seeking current research on best ... Concept Of Service | Service Characterristics | Service Expectations | The Service Product | Service Location | Pricing For Services | Promotion Services | The Service Process| Physical Evidence | People And Services | Internal Versus ... Found inside – Page iThis is how you grow your business in the digital age. And They Ask, You Answer is your guide to accomplishing that goal. This edition begins with an initiation into the field of services and then develops an appreciation of the service marketing system and includes five additional chapters. This second edition of The Management and Marketing of Services builds on the success of the first edition and now includes increased coverage of many key areas, extensive examples and case studies. This edition begins with an initiation into the field of services and then develops an appreciation of the service marketing system and includes five additional chapters. Brings customer satisfaction and service quality to the forefront as central concepts that are vital to any organization's success, through a multifunctional perspective. Preface -- Introduction -- Integrated service marketing communications -- Defining target audience -- Specifying service communication objectives -- Crafting effective service communication messages -- The services marketing communication ... While the book is primarily intended as a text for advanced-level courses in service design and delivery, it also contains theoretical and practical knowledge beneficial to both practitioners in the service sector and those in manufacturing ... Based on a conceptual analysis of marketing texts, particularly service marketing texts, and a case study of a service firm that utilizes approaches to managing organizations that have been developed within the boundaries of marketing, this ... Found inside – Page 354MARKETING. THEORY? CHRISTIAN. GRÖNROOS. INTRODUCTION The purpose of this chapter is to discuss what a service logic can offer marketing theory. Cases studies in the computer, consumer goods, telecommunications, and medical products industry are used to show how companies can integrate management, sales, and service The text consists of full-colored learning cues, graphics, and diagrams to capture student attention and help them visualize concepts. Explaining the key differences between marketing products and services, this title uses real-life examples in order to illustrate the challenges presented by the service sector, as well as looking at organisations which use services in ... This volume deals with the unique difficulties of marketing what is essentially an intangible entity and focuses on the most contemporary debates, research and managerial demands in this particular, but very challenging, business domain. Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current marketing management practice and theory, but the want the flexibility ... First Published in 1985. Routledge is an imprint of Taylor & Francis, an informa company. Found inside – Page iNow it is time to unleash AI on the administrative, planning and even creative procedures in marketing, sales and management. This book provides an easy-to-understand guide to assessing the value and potential of AI and Algorithmics. Written by a leading pioneer in the field, the revised and updated fourth edition of this successful text examines service management and management in service competition from the point of view of the service profit logic. This new book Marketing Technology as a Service is another major contribution to technology companies for the cultivation of service needs worldwide.” – Mr Zhang Ruimin, CEO and Chairman, Haier Group, Beijing “Young and Burgess ... Marketing High Profit Product/Service Solutions addresses one of the most exciting and growing strategic marketing opportunities facing product and service companies - ‘bundling’. If you want more bang for your buck, more customers in your store, and more dollars in your pocket, this is the place to start. The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today. This is the first book to address the topic of new service development for the evolving experience economy. It is the first major work on this subject. "This book is a ‘must read’ for those considering the plunge into service growth and innovation. Written from a European perspective, this book demonstrates how services firms can create value by marketing. Divided into five parts, it includes case studies and "Services Marketing in Action" boxes. The management and economics of service business is based around selling expertise, knowledge and experiences. This Handbook co Gronroos (international and industrial marketing, Swedish School of Economics and Business Administration in Finland) examines the nature of market-oriented management and analyzes the impact that service- dominated competition has had and ... This handbook consists of 19 chapters that critically review mainstream hospitality marketing research topics and set directions for future research efforts. SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into ... 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