What I really like about this book is that it goes from the biggest conceptual picture possible and then jumps immediately into details and applications. And the way the book is designed makes it easy to skip around -- on every page! This is the kind of book that would do well in a college course, or as a study document within an organization.
The study questions at the end of the Chapters called Case Studies are provocative, and if you can answer the, you have the equivalent of a marketing degree in your possession. You might not read this book from beginning to end, but you'll jump into it when you need a question about services marketing answered. And the Case Studies are definitely worth reading.
Great work! A first class read By Robin Every now and then a book comes along that not only takes a subject and explains it with more clarity than any other but also provokes the reader to act and shows them how. Jochen's 2nd edition is like being upgraded from economy to first class. It is a first class read. The layout is enticing and lives the message of service marketing.
Most importantly the content is a gift. The book has so much research, examples, case studies, tips, techniques, stories and did I say research that it will sit on your desk so that you can reference it easily. Thank you to the authors for sharing so much knowledge in one book and the time to make it an extremely attractive read.
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Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions. Marketing Metrics, 4th Edition. Add To My Wish List. Skip to main content. Start your free trial. Book description Make it easy for students to understand: Clear, Simple Language and Visual Learning Aids The authors use simple English and short sentences to help students grasp concepts more easily and quickly.
Help students see how various concepts fit into the big picture: Revised Framework An improved framework characterized by stronger chapter integration as well as tighter presentation and structure.
Show and hide more. Table of contents Product information. Introduction to Services Marketing Chapter 2.
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