services marketing
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Services Marketing, Concepts, Strategies, & Cases
Services Marketing – Strategies for Success in a Rapidly Evolving Experience Economy
Summary of the Book:
Services Marketing: Concepts, Strategies & Cases (6th Edition) by K. Hoffman and John Bateson is a comprehensive guide that explores the unique challenges and opportunities in marketing services. This edition positions services marketing not only as the backbone of service-based businesses but also as a key competitive advantage for firms offering tangible products. The book features fifteen well-structured chapters covering critical concepts such as service design, customer experience, relationship marketing, and service recovery.
165,00 EGP -
Essentials of Services Marketing
Essentials of Services Marketing – Fourth Edition
Summary of the Book:
Essentials of Services Marketing by Jochen Wirtz provides a concise, hands-on introduction to the unique challenges and principles of marketing services. As global economies continue shifting from product-based to service-driven models, understanding how to market and manage services has become more critical than ever. This fourth edition integrates the latest academic research with real-world managerial insights, offering a clear and practical approach to mastering service marketing in today’s competitive landscape.
165,00 EGP