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Services marketing : intergrating customer focus across the firm : 8th ed.

Tác giả: Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler, Martin Mende

Part 1. Foundations for service marketing. Part 2. Focus on the customer. Part 3. Understanding customer requirements. Part 4. Aligning service design and standards. Part 5. Dlivering and performing service. Part 6. Managing service promises. Part 7. Service trends: AI, robotics and the bottom line.

Services marketing : people, technology, strategy : 9th ed.

Tác giả: Jochen Wirtz, Christopher Lovelock

Part 1. Understanding service products, markets and customers. Part 2. Applying the 4 PS of marketing to services. Part 3. Managing the customer interface. Part 4. Developing customer relationships. Part 5. Striving for service excellence. Part 6. Case studies.

Global marketing : 10th ed.

Tác giả: Mark C. Green, Warren J. Keegan

Contents: Part 1. Introduction. Part 2. The global marketing environment. Part 3. Approaching global markets. Part 4. The global marketing mix. Part 5. Strategy and leadership in the twenty-first century.

R.E.D. marketing : the three ingredients of leading brands

Tác giả: Greg Creed, Ken Muench

1. Why we need R.E.D; Change your thinking, change your results; 3. R.E.D. overview; 4. Relevance mythbusting; 5. Cultural relevance; 6. Functional relevance; 7. Social relevance; 8. Easy to access; 9. Easy to notice; 10. Distinctiveness mythbusting; 11. How to be distinctive; 12. Distinctive ...

Converted : the data-driven way to win customers' hearts

Tác giả: Neil Hoyne

Part one. Conversations. Part two. Relationships. Part three. Self-Improvement.