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	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	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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