Positioning Services in Competitive Markets Positioning Services in Competitive Markets
Book 2 - Winning in Service Markets Series

Positioning Services in Competitive Markets

    • 4,49 €
    • 4,49 €

Publisher Description

What makes consumers or institutional buyers select, and remain loyal to, one service provider over another? Without knowing which product features are of specific interest to customers, it is hard for managers to develop an appropriate strategy. As competition intensifies in the service sector, it is becoming more important for service organizations to differentiate their products in ways meaningful to customers. Positioning Services in Competitive Markets is the second 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.

Readership: Business and Marketing students at MBA and eMBA level; marketing professionals and practitioners.
Services Marketing;Marketing;Consumer Behavior;Positioning Services;Service Process;Service Environment;Service Advantage;Customer Relationships;Managing Relationship and Building Loyalty;Complaint Handling;Service Recovery;Service Excellence;Service Quality and Productivity; Service LeadershipKey Features:There are many books on service management in the market, but most are narrowly focused and/or based on anecdotal evidence. This new book is the first to rigorously cover key aspects of services marketing and management, and that is routed in sound academic research. This book bridges the gap between cutting-edge academic research and practitionersThe book makes extant academic knowledge easily accessible. For example, each chapter features an organizational framework that provides an overview of core concepts at a glance, and it ends with a succinct chapter summary in bullet pointsThe book features global best practices and latest trends; it takes on a global perspective with about 40% of all examples originating from the Americas, 30% from Europe and 30% from Asia

GENRE
Business & Personal Finance
RELEASED
2017
15 August
LANGUAGE
EN
English
LENGTH
50
Pages
PUBLISHER
World Scientific Publishing Company
SIZE
3.2
MB

More Books by Jochen Wirtz & Kristian P Evans

SERVICES MARKETING (9TH ED) SERVICES MARKETING (9TH ED)
2021
Understanding the Role of Business Analytics Understanding the Role of Business Analytics
2018
Managing Customer Relationships and Building Loyalty Managing Customer Relationships and Building Loyalty
2017
Managing People for Service Advantage Managing People for Service Advantage
2017
Designing Customer Service Processes Designing Customer Service Processes
2017
Understanding Service Consumers Understanding Service Consumers
2017

Other Books in This Series

Developing Service Products and Brands Developing Service Products and Brands
2017
Service Marketing Communications Service Marketing Communications
2017
Designing Customer Service Processes Designing Customer Service Processes
2017
Balancing Capacity and Demand in Service Operations Balancing Capacity and Demand in Service Operations
2017
Crafting the Service Environment Crafting the Service Environment
2017
Managing People for Service Advantage Managing People for Service Advantage
2017