Services Marketing Management: An International Perspective
Services Marketing Management: An International Perspective
Average Rating 
Services Marketing Management: An International PerspectiveServices Marketing Management An International Perspective Services Marketing Management provides students with an understanding of services marketing in an international context. Based on the authors’ views about the essence of marketing in concepts such as market orientation, long-term relationships, quality and, ultimately, satisfaction, this unique book includes the latest developments in Europe, Northern America and Australasia. The text is built around four themes:
* The fundamentals of services marketing management
* A new classification of services based on an extensive overview of existing classifications
* The definition of four new types of services
* The increasing trend to the internationalization of services
The benefits of this book are threefold, the reader will: have an understanding of services marketing management in both a national and an international context; be able to manage a market-oriented service organization; and be able to deliver excellent service quality leading to long-term relationships with customers and employees. Numerous examples illustrate key points discussed in the text and each chapter concludes with a case study.
- amazon.com Sales Rank: #3108367 in Book
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Very bad by
This book is very bad. It is almost literally translated from Dutch. Most of the examples and cases are Dutch or associated with the authors’ (Dutch) companies. Besides that the content is very weak. I am really disappointed. It is a waste of money. I recommend you not to buy it!
Buy something else… by
This book is boring, it doesn’t say anything new and it’s very bad written. I had to study it right after Kotler’s “Marketing Management” (that is simply amazing!) and…well, it was a pretty bad experience.
