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Services marketing - Manfred Bruhn
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Title
Services marketing - managing the service value chain
Services marketing - managing the service value chain
Author
Manfred Bruhn
Manfred Bruhn
format
Paperback / softback
Paperback / softback
Publisher
Financial Times/Prentice Hall
Financial Times/Prentice Hall
Language
English
English
UK Publication Date
20051110
20051110
Description
Services Marketing: Managing the Service Value Chain 1st edition argues that all service management efforts are aimed to enhance value in order to improve the bottom line. Written from a European perspective, the book demonstrates that through strategic orientation and innovation, the firm and shareholder will reap the benefits.
Geared towards final year marketing students, the book is also useful for postgraduate students and for practitioners who work, or wish to specialise in the area of services management and marketing.
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