Services Marketing: Managing the Service Value Chain by Manfred Bruhn
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.
Services Marketing
Summary
Provides an argument that all service management efforts are aimed to enhance value in order to improve the bottom line. Written from a European perspective, this book demonstrates that through strategic orientation and innovation, the firm and shareholder will reap the benefits.
Services Marketing Summary
Table of Contents
Part I: Basic concept: The service value chain 1. Managing the service process by the service value chain 2. Value creation by services marketing: service value chain and service profit chain Part II: Primary value processes: managing interactions and relationships 3. The customer interaction process: managing customer integration, ther service encounter and service recovery 4. The customer relationship process: managing customer acquisition, retention and recovery Part III: Secondary value processes: creating service value 5. Defining the benefit part of service value: the service product 6. Defining the cost part of service value: service pricing 7. Delivering service value: managing sevice delivery 8. Communicating service value: service communications and branding Part IV: Secondary value processes: managing service resources for value 9. Managing employees, tangibles and technology for value 10. Service capacity management Part V: The external and internal environment of a value-orientated services marketing 11. Services marketing and the markets: market strategies, international services marketing, services networks and service outsourcing 12. Services marketing and the service firm: implementing and controlling services marketing
Additional information
GOR013648443
9780273681571
0273681575
Services Marketing: Managing the Service Value Chain by Manfred Bruhn
Used - Like New
Paperback
Pearson Education Limited
20051110
504
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read, but looks new. The book cover has no visible wear, and the dust jacket is included if applicable. No missing or damaged pages, no tears, possible very minimal creasing, no underlining or highlighting of text, and no writing in the margins