[John E.G. Bateson] Þ Managing Services Marketing: Text and Readings [Text Book] PDF ½ Read Online eBook or Kindle ePUB

• Title : Managing Services Marketing: Text and Readings
• Author : John E.G. Bateson
• Rating : 4.80 (310 Vote)
• Publish : 2015-6-27
• Format : Hardcover
• Pages : 600 Pages
• Asin : 0030541646
• Language : English

in marketing from the Harvard Business School. D. He has also taught as Associate Professor of Marketing at the London Business School in England, and was a visiting associate professor at the Stanford Business School. He also served on the steering committee of the Marketing Science Institute. Prior to teaching, he was a brand manager with Lever Brothers and a marketing manager wi

in marketing from the Harvard Business School. D. He has also taught as Associate Professor of Marketing at the London Business School in England, and was a visiting associate professor at the Stanford Business School. He also served on the steering committee of the Marketing Science Institute. Prior to teaching, he was a brand manager with Lever Brothers and a marketing manager with Philips. Bateson previously served as Group Chief Executive Officer of SHL Group and was a Senior Vice-President and Practice Leader with Gemini Consulting in the Gemini Group. Dr. He is also the author of Managing Services marketing: Text and Readings (Dryden) and Marketing Public Transit: A Strategic Approach (Praeger). About the Author Now a private consultant in the services sector, John E.G. Dr. . He has published extensively in the services marketing literature, including in the Journal of Marketing Research, the Journal of Retailing, Marketing Science, and the Journal of Consumer Res

. He has also taught as Associate Professor of Marketing at the London Business School in England, and was a visiting associate professor at the Stanford Business School. Bateson was actively involved with the formation of the services division of the American Marketing Association, where he served on the Services Council for four years and has chaired sessions of the AMA Services Marketing Conference. D. Now a private consultant in the services sector, John E.G. Bateson holds an undergraduate degree from Imperial College, London, a masterÂ's degree from London Business School, and a Ph. Dr. Prior to teaching, he was a brand manager with Lever Brothers and a marketing manager with Philips. He has published extensively in the services marketing literature, including in the Journal of Marketing Research, the Journal of Retailing, M

* Bateson's classic structure is seen through the coverage of key topics in services marketing combined state-of-the-art readings in the field. * Text emphasises contemporary ethical and international issues in services marketing. Features: * "Services in Action" boxed features integrate real-world service examples in every chapter. With emphasis on contemporary ethical and international issues in services marketing, this text remains an invaluable source of learning in this field. The marketing implications of all topics are emphasised in the textual material. Coverage of key topics is combined with state-of-the-art readings and the integration of real-world examples in each chapter. The balance of text and readings apparent in the fourth edition highlights the increased emphasis on services in the marketing field. This edition combines coverage of key topics in services marketing with a variety of articles selected from such areas as marketing, organisational behaviour, operations management, and strategy literature. * New Chapters: "The Service Operations", "The Physical Setting", "Competing as a Service Firm: Generic Competitive Strategie

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