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Anotace knihy

This is a comprehensive textbook designed to meet the requirements of MBA students in Indian business schools. It deals with the marketing of services as a separate discipline as distinct from conventional business marketing. It presents its core concepts, and elucidates them through managerial applications. The book provides in-depth coverage of themes unique to the understanding of the subject. Among important topics discussed are: the elements of the marketing mix (people and the physical evidence of a service), the gap between expected and perceived service, customers' role in service delivery, and special pricing.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Services Marketing
• Autor: Govind Apte
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 452
• EAN: 9780195667585
• ISBN: 0195667581
• ID: 04864472
• Nakladatelství: OUP India
• Hmotnost: 690 g
• Rozměry: 241 × 184 × 19 mm
• Datum vydání: 20. February 2004

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