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Services marketing / by William Chitty et al

By: Chitty, William.
Contributor(s): D'Alessandro, Steven. Gray, David. Hughes, Andrew.
Publisher: Docklands, VIC : Oxford University Press Australia and New Zealand, 2019Edition: 2nd ed.Description: 503 p. ; 1 electronic resource.ISBN: 9780190303792.Subject(s): Marketing | Strategy | Social media | Public practiceOnline resources: Download as an eBook
Contents:
SERVICE ORGANISATIONS AND THEIR CUSTOMERS: An overview of services marketing -- Market segmentation and service positioning -- Customer decision-making -- The service encounter -- Nomads: a new banking customer segment -- Tourism adds $120 billion to the Australian economy. MARKETING STRATEGIES FOR SERVICES: Developing service products -- The service-delivery process and self-service technology -- Pricing service products -- Managing productive capacity and customer demand -- Marketing communications for services -- Take a break -- Trick or treat: cyber security in Australia. DELIVERING SERVICE VALUE: The service experience -- Customer satisfaction and service quality -- Complaint handling and service recovery -- Customer relationship management -- Google Home: the smart-home service -- Unruly passengers.
Summary: Explores marketing opportunities for service-based businesses. Explains how to put theory into context and provides practical examples of services marketing. Includes self-service technology, pricing, and managing customer demand.
Item type Home library Call number URL Status Notes Date due Barcode Item reserves
EBook EBook International
CCH eBook (Browse shelf) Link to resource eBook Available as an ebook here
Total reserves: 0

SERVICE ORGANISATIONS AND THEIR CUSTOMERS: An overview of services marketing -- Market segmentation and service positioning -- Customer decision-making -- The service encounter -- Nomads: a new banking customer segment -- Tourism adds $120 billion to the Australian economy. MARKETING STRATEGIES FOR SERVICES: Developing service products -- The service-delivery process and self-service technology -- Pricing service products -- Managing productive capacity and customer demand -- Marketing communications for services -- Take a break -- Trick or treat: cyber security in Australia. DELIVERING SERVICE VALUE: The service experience -- Customer satisfaction and service quality -- Complaint handling and service recovery -- Customer relationship management -- Google Home: the smart-home service -- Unruly passengers.

Explores marketing opportunities for service-based businesses. Explains how to put theory into context and provides practical examples of services marketing. Includes self-service technology, pricing, and managing customer demand.

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