Services marketing : managing the service value chain / Manfred Bruhn and Dominik Georgi.

By:

Bruhn, Manfred

Contributor(s):

Georgi, Dominck

Material type: Text

TextPublication details: Harlow, England ; New York : Financial Times/Prentice Hall, c2006.Description: xxvi, 478 p. : ill. ; 25 cmISBN:

0273681575
9780273681571

Subject(s):

DDC classification:

658.8 BRU

Contents:

Ch. 1. Managing the service process by the service value chain Ch. 2. Value creation by services marketing : service value chain and service profit chain Ch. 3. The customer interaction process : managing customer integration, the service encounter and service recovery Ch. 4. The customer relationship process : managing customer acquisition, retention and recovery Ch. 5. Defining the benefit part of service value : the service product Ch. 6. Defining the cost part of service value : service pricing Ch. 7. Delivering service value : managing service delivery Ch. 8. Communicating service value : service communications and branding Ch. 9. Managing employees, tangibles and technology for value Ch. 10. Service capacity management Ch. 11. Services marketing and the markets : market strategies, international services marketing, service networks and service outsourcing

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 BRU (Browse shelf(Opens below))	1	Available		0059096

Total holds: 0

Includes bibliographical references (p. 449-466) and index.

Ch. 1. Managing the service process by the service value chain
Ch. 2. Value creation by services marketing : service value chain and service profit chain
Ch. 3. The customer interaction process : managing customer integration, the service encounter and service recovery
Ch. 4. The customer relationship process : managing customer acquisition, retention and recovery
Ch. 5. Defining the benefit part of service value : the service product
Ch. 6. Defining the cost part of service value : service pricing
Ch. 7. Delivering service value : managing service delivery
Ch. 8. Communicating service value : service communications and branding
Ch. 9. Managing employees, tangibles and technology for value
Ch. 10. Service capacity management
Ch. 11. Services marketing and the markets : market strategies, international services marketing, service networks and service outsourcing

eng

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