Service Management And Marketing Principles Competing In The Service Economy

This book explores the service economy and challenges that all organizations face as goods and services make way for a world where customers (B2C) and businesses (B2B) seek seamless thoughtful and exceptional experiences. This book introduces readers to a range of interrelated topics and the application of service management and marketing theories which are fundamentally critical to the success of all enterprises seeking competitive advantage through enhanced customer experience. This book analyses management and marketing challenges in the service and experience economy and provides insights into how marketers and managers can strike a balance between supply demand price and quality and leverage technology for operational efficiency and to better manage customer service and expectations. Through the coverage of critical foundational topics from how value is created; the evolution of global economies from goods services to experiences; foundations of customer-centric management; managing service workers; integrating human touch with high-tech service; and many others the authors provide a holistic understanding of management in a complex globally interconnected world. This book will be useful for students researchers and instructors of business management marketing commerce and economics. It will also be of interest to professionals working in healthcare retail financial services government hospitality leisure tourism and other services. |Service Management and Marketing Principles Competing in the Service Economy