Managing services marketing af John E.G. Bateson (Bog)

Integrating Customer Focus Across the Firm Services Marketing. Forlag: McGraw Hill Higher Education Udgivelsesår: 2012 Sider: 559 Sprog: Engelsk

Tjenesteydelser adskiller sig fra varer ved, at psykologiske faktorer spiller en stor rolle i forhold til leverandøren og modtageren af disse ydelser. Bogen fokuserer på forskellige måder at forbedre kontakten med borgere og medlemmer i det offentlige. Teorier om de særlige vilkår, som gælder for markedsføring eller levering af tjenesteydelser, med løsningsmodeller og cases. Type: Paperback Bogen handler om markedføring af tjenesteydelser, og hvordan forskellige faktorer påvirker leveringen af disse ydelser.

This classic text, a worldwide bestseller, highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. A special focus on the 21st Century acknowledges the accelerating pace of change in the marketplace, and illustrates what leading companies are doing to meet the challenges of the new environment and the new millennium. For undergraduate/graduate courses in Marketing Management. *A millennium theme throughout shows how the World Wide Web and e-commerce are dramatically altering the marketing landscape: 21st Century sections in key chapters, along with 'Marketing for the Millennium' boxes, exercises, and margi

The first part of the book is concerned with the role and nature of marketing strategy and strategic marketing planning, while the remainder is concerned with the policy issues involved with the management of the marketing mix. Titel: Marketing strategy and management Genre: Faglitteratur Sammendrag: This is the first advanced text on marketing strategy and management by a British author. Building upon Marketing: An Introductory Text (4th edition) and Marketing: Theory and Practice (2nd edition), it provides a comprehensive review and analysis of the nature of marketing strategy and its effective translation into operational policies and plans. The book covers the requirements of the final professional examinations of the Institute of Marketing and CAM Foundation as well as most MBA and postgraduate marketing courses. Type: Paperback

'Global Marketing Management' provides comprehensive coverage of the issues which define marketing in the world today, equipping students with some of the most current knowledge and practical skills to help them make key management decisions in the dynamic and challenging global trade environment. Titel: Global Marketing Management af Kiefer Lee (Bog) Forfattere: Kiefer Lee,Steve Carter Udgave: 3. udgave Genre: Faglitteratur Sammendrag: Denne bog opdaterer læsere om nye udviklinger inden for det globale markedsføringsmiljø. Den giver en balance mellem teori og praktiske eksempler for at udstyre studerende med den viden, der er nødvendig for at træffe centrale beslutninger i et hurtigt voksende, globalt miljø. Denne udgave adresserer moderne emner som sociale netværk og emergente markeder, og den inkluderer flere praktiske cases og eksempler. Type: Paperback

For graduate and undergraduate marketing management courses. 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 to add outside cases, simulations, or projects. Titel: A framework for marketing management Forlag: Pearson Education Udgivelsesår: 2009 Sider: 384 Sprog: Engelsk

These are unabridged paperback reprints of established titles widely used by universities throughout the world. Prentice-Hall International publishes these lower-priced editions for the benefit of students. Type: Paperback

The European edition of Strategic Market Management has been prepared with the objective of taking David Aaker’s outstanding and well–established textbook and presenting it to a European audience. It retains the culture of the original text, to maintain its accessibility and continue its emphasis on practical action. It has also kept the compactness, which has made it so popular with graduate and executive students and managers, while keeping a comprehensive coverage of major and emerging themes in strategy. The core value of the original text, that the development, evaluation and implementation of business strategies are essential to successful management, is also retained in the European edition. The book is essential reading for any management or business school course that focuses on the management of strategies. It is especially appropriate for marketing strategy, strategic manageme