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Services Marketing: Menschen - Technologien - Strategien
Paperback
ISBN13: 9783658520786
Publisher: Springer Gabler
Published: Apr 13 2027
Language: German
Dieses internationale Standardwerk, das erstmals auf Deutsch verfügbar ist, bietet einen umfassenden, praxisnahen und wissenschaftlich fundierten Einstieg in das Dienstleistungsmarketing. Leserinnen und Leser lernen unter anderem die besonderen Merkmale von Dienstleistungen, Service Design und Innovation, die Bedeutung von Dienstleistungen für Branding und Kommunikation, Qualitäts- und Prozessmanagement, aktuelle Trends wie Plattformökonomie, Generative AI und Agentic AI, Service Automation, Physical AI und Service Robots sowie Nachhaltigkeit kennen. Das Buch zeigt, wie moderne Dienstleistungen erfolgreich geplant, kommuniziert und umgesetzt werden können.
Ein unverzichtbares Werk für alle, die Dienstleistungen verstehen, gestalten und erfolgreich vermarkten wollen - fundiert, modern und anwendungsorientiert.
Aus dem Inhalt
- Einführung in das Service Marketing
- Konsumentenverhalten in einem Service Kontext
- Positionierung von Services auf Wettbewerbsmärkten
- Entwicklung von Serviceprodukten und -marken
- Service Distribution über physische und elektronische Kanäle
- Festsetzung der Preise und Umsetzung des Revenue Managements
- Mitarbeiterführung für den Servicevorteil
- Verbesserung der Service Quality und Produktivität
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