Principles of Services Marketing

Develops an indispensable framework for understanding services, their effective marketing and how this drives value creation. This book reflects the importance of marketing for public services and not-for-profit organizations. It includes chapters on service systems and the experiential aspects of service consumption.

In cea de-a saptea editie, Principiile marketingului serviciilor au fost revizuite si actualizate pentru a reflecta cele mai recente evolutii din acest sector in miscare rapida si interesanta. Cu un accent mai puternic pe economiile emergente si globale, acesta a fost restructurat pentru a acorda o atentie mai clara problemelor cheie de eficienta, accesibilitate si experienta a clientilor.