October 2012
Beginner
720 pages
28h 8m
English
book
Essentials of Services Marketing, Second Edition
by Jochen Wirtz, Patricia Chew, Christopher Lovelock
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Part II: Applying the 4 Ps of Marketing to Services
PART II of this book revisits the 4 Ps of the traditional marketing mix (Product, Place, Price, and Promotions). However, the 4 Ps are expanded to take into account the specific characteristics of services that make them different from goods marketing. It consists of the following four chapters:
Chapter 4 Developing Service Products: Core and Supplementary Elements
This chapter discusses the service concept that includes both the core and supplementary elements. The supplementary elements both facilitate and enhance the core service offering.
Chapter 5 Distributing Services Through Physical and Electronic Channels
This chapter examines the time and place elements. Manufacturers usually require ...
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I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.