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Essentials Of Services Marketing

Tác giả: #Jochen_Wirtz Ngày cập nhật: 16-12-2018
  • Tác giả: #Jochen_Wirtz
  • Nhà xuất bản: #Pearson
  • Năm xuất bản: 07-1905
  • Công ty phát hành: #CDIMEX
  • Kích cỡ: 27.7 x 21.8 cm
  • Số trang: 720
  • ISBN: 8336035444536 (TI419465)
  • Giá bìa: 733,000 đ

Essentials Of Services Marketing

Essentials of Services Marketing, 3e, is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting global outlook with visual learning aids and clear language. It has been designed so that instructors can make selective use of chapters and cases to teach courses of different lengths and formats in either services marketing or services management.

Singapore Airlines (SIA) is widely acknowledged as one of the world's leading airlines, if not the best airline, globally. This book provides insights into a simple but intriguing question: How has SIA managed to outperform other flag-carriers for decades in an industry where it is notoriously difficult to succeed consistently? This updated second edition of "Flying High in a Competitive Industry" begins with an analysis of the airline industry and its key trends, moving on to a broad outline of SIA's strategic drivers of success. Empirical research was conducted at SIA to gain a deeper understanding of its strategy, core competencies and internal organisation, innovation processes and human resource practices, in order to instill strategy lessons that can inform the strategies of any organisation competing in intensely competitive industries. This book ends with some strategic lessons that apply to any organisation that aims to achieve sustainable success in hypercompetitive markets.