Marketing Des Services
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Marketing Des Services
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Author : Christopher H. Lovelock
language : fr
Publisher: Pearson
Release Date : 2004
Marketing Des Services written by Christopher H. Lovelock and has been published by Pearson this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Customer services categories.
Rien ne caractérise mieux le secteur des services que sa diversité. Difficile alors d'en aborder les questions de marketing avec un modèle conceptuel unique, quand celles-ci peuvent concerner un petit salon de coiffure comme une grande banque internationale. Marketing des services fait état de cette diversité, propose une classification originale des services, et pose les différences entre le marketing des biens et celui des services, comme la différence entre marketing des services et marketing des biens à travers le service. Résolument axé sur les problématiques managériales et de marketing stratégique, le contenu de l'ouvrage repose sur des études universitaires sérieuses, des recherches récentes et des illustrations concrètes. Il a pour objectif de montrer comment utiliser différents concepts, cadres et procédures pour identifier et relever les défis auxquels sont confrontés les entreprises de services. Cette nouvelle édition a été largement revue, restructurée et mise à jour. Une place importante est consacrée à la relation client, au personnel, aux marques, aux services b-to-b et aux services fondés sur les nouvelles technologies. Les questions de stratégie internationale et le rôle de la technologie dans les services sont désormais présents tout au long des chapitres. La version française de l'ouvrage est enrichie d'exemples français ou européens (Darty, HotelClub, Bouygues Télécom...) et d'une sélection de textes de praticiens ou professeurs de renom. Outil pédagogique, le livre s'articule autour de trois temps forts : les chapitres, les lectures et les études de cas. En outre, chaque chapitre s'achève sur une série d'exercices de révision et d'application. Christopher Lovelock, Jochen Wirtz et Denis Lapert ont mis ici à profit leurs savoirs et leurs expériences en matière d'enseignement, de conseil et de recherche pour élaborer un ouvrage de référence sur le marketing des services, qui pourra s'adapter à différentes situations d'enseignement, tant en formation initiale que professionnelle.
Marketing Business To Business
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Author : Philippe Malaval
language : fr
Publisher: Pearson Education France
Release Date : 2005
Marketing Business To Business written by Philippe Malaval and has been published by Pearson Education France this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Industrial development projects categories.
Best-seller sur le sujet, Marketing Business to Business aborde tous les thèmes classiques du marketing appliqués aux entreprises fournissant d'autres entreprises ou collectivités locales (segmentation, positionnement, plan marketing, politique de produit, de prix, de distribution et de communication). Il développe également des sujets peu abordés en marketing mais essentiels dans un contexte B to B comme la maintenance, la veille, les normes et la qualité, le marketing vert ou la formation des clients. Cette nouvelle édition prend résolument en compte les deux visages du marketing B to B : d'un côté le marketing qualifié de récurrent, entre fournisseurs et clients réguliers pour des contrats durables et portant sur de grosses quantités, de l'autre le marketing de projet ou d'affaires, aujourd'hui en plein essor, développé pour une vente unique et portant souvent sur un projet d'envergure. La nouvelle structure en parties souligne la nécessaire continuité entre " marketing études ", " marketing stratégique " et " marketing opérationnel ". Le développement des partenariats public-privé et des techniques de lobbying leur vaut désormais de constituer des chapitres à part entière. Enfin, sont introduits un chapitre sur les stratégies d'alliance et un chapitre sur l'éthique et le développement durable. Les nombreux exemples ont été actualisés et complétés, notamment avec des analyses sur Areva, Club Med, Dell, Eiffage, Lafarge, Suez, Total, Valeo ou Vinci Energies. La pédagogie de l'ouvrage a été tout particulièrement soignée et les illustrations, encadrés, résumés, bibliographies complémentaires, exercices et études de cas achèvent de faire de Marketing Business to Business un manuel vivant, attractif et efficace. Cet ouvrage s'adresse aux enseignants et étudiants des universités et des écoles de gestion et d'ingénieurs désireux de maîtriser le marketing dans le contexte B to B, ainsi qu'aux responsables d'entreprises du secteur industriel et des services (directeurs marketing ou commerciaux, chefs de produits ou de projets, ingénieurs d'affaires, responsables des achats
Services Marketing Management
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Author : Hans Kasper
language : en
Publisher:
Release Date : 1999-07-27
Services Marketing Management written by Hans Kasper and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-07-27 with Business & Economics categories.
Services 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.
Understanding Services Management
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Author : William J. Glynn
language : en
Publisher:
Release Date : 1995-11-09
Understanding Services Management written by William J. Glynn and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995-11-09 with Business & Economics categories.
A state-of-the-art services managment guide
Marketing Of Services
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Author : William R. George
language : en
Publisher:
Release Date : 1981
Marketing Of Services written by William R. George and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1981 with Marketing categories.
Marketing Des Services
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Author : Christopher Lovelock
language : fr
Publisher: Pearson
Release Date : 2014-07-11
Marketing Des Services written by Christopher Lovelock and has been published by Pearson this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-07-11 with Business & Economics categories.
Le seul ouvrage généraliste qui prend en compte tous les types de services : services de grande consommation, services professionnels. Ce manuel aborde les trois grands aspects du management des services : marketing, ressources humaines, opérations, et couvre aussi bien la stratégie de service que les outils de cette stratégie.
Essentials Of Services Marketing
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Author : Jochen Wirtz
language : en
Publisher: FT Press
Release Date : 2012-08-31
Essentials Of Services Marketing written by Jochen Wirtz and has been published by FT Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-08-31 with Business & Economics categories.
Make it easy for students to understand: Clear, Simple Language and Visual Learning Aids The authors use simple English and short sentences to help students grasp concepts more easily and quickly. The text consists of full-colored learning cues, graphics, and diagrams to capture student attention and help them visualize concepts. Know Your ESM presents quick review questions designed to help students consolidate their understanding of key chapter concepts. Make it easy for students to relate: Cases and Examples written with a Global Outlook The first edition global outlook is retained by having an even spread of familiar cases and examples from the world’s major regions: 40% from American, 30% from Asia and 30% from Europe. Help students see how various concepts fit into the big picture: Revised Framework An improved framework characterized by stronger chapter integration as well as tighter presentation and structure. Help instructors to prepare for lessons: Enhanced Instructor Supplements Instructor’s Manual: Contain additional individual and group class activities. It also contains chapter-by-chapter teaching suggestions. Powerpoint Slides: Slides will feature example-based teaching using many examples and step-by-step application cases to teach and illustrate chapter concepts. Test Bank: Updated Test Bank that is Test Gen compatible. Video Bank: Corporate videos and advertisements help link concept to application. Videos will also come with teaching notes and/or a list of questions for students to answer. Case Bank: Cases can be in PDF format available for download as an Instructor Resource.
Principles Of Services Marketing
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Author : Adrian Palmer
language : en
Publisher: McGraw-Hill Companies
Release Date : 1994
Principles Of Services Marketing written by Adrian Palmer and has been published by McGraw-Hill Companies this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Business & Economics categories.
Covering management of the service counter and recovery from service failure, customer care, and information as a source of competitive advantage, this text is introduced by a discussion of the difference between goods and service marketing.
Emerging Perspectives On Services Marketing
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Author : Leonard L. Berry
language : en
Publisher:
Release Date : 1983
Emerging Perspectives On Services Marketing written by Leonard L. Berry and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1983 with Marketing categories.
Marketing Business To Business
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Author : Philippe Malaval
language : fr
Publisher: Pearson Education France
Release Date : 2013-06-14
Marketing Business To Business written by Philippe Malaval and has been published by Pearson Education France this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-14 with Business & Economics categories.
Cet ouvrage de référence, illustré de nombreux exemples et cas, fait un panorama complet de tous les types de marketing B-to-B. Cette 5e édition, très orientée web et réseaux sociaux, propose un chapitre dédié à la e-communication.