Developing Service Products And Brands (Winning In Service Markets, #3)

by Jochen Wirtz

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All service organizations face choices concerning the types of products to offer and how to deliver them to customers. Designing a service product is a complex task that requires an understanding of how the core and supplementary services should be combined, sequenced, and delivered to create a value proposition that meets the needs of target segments. Developing Service Products and Brands is the third volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.
  • ISBN13 9781944659158
  • Publish Date 30 September 2017 (first published 18 August 2017)
  • Publish Status Active
  • Publish Country US
  • Imprint World Scientific Publishing Co Inc (USA)