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Jochen Wirtz,Kristian P Evans

Positioning Services in Competitive Markets

<!-- <description> -->What makes consumers or institutional buyers select, and remain loyal to, one service provider over another? Without knowing which product features are of specific interest to customers, it is hard for managers to develop an appropriate strategy. As competition intensifies in the service sector, it is becoming more important for service organizations to differentiate their products in ways meaningful to customers. Positioning Services in Competitive Markets is the second 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.
<!-- </description> -->
<!-- <contents> --><!-- <b>Contents:</b><ul><li></li></ul> --><!-- </contents> -->
<!-- <readership> -->Readership: Business and Marketing students at MBA and eMBA level; marketing professionals and practitioners.<!-- </readership> -->
Services Marketing;Marketing;Consumer Behavior;Positioning Services;Service Process;Service Environment;Service Advantage;Customer Relationships;Managing Relationship and Building Loyalty;Complaint Handling;Service Recovery;Service Excellence;Service Quality and Productivity; Service LeadershipKey Features:There are many books on service management in the market, but most are narrowly focused and/or based on anecdotal evidence. This new book is the first to rigorously cover key aspects of services marketing and management, and that is routed in sound academic research. This book bridges the gap between cutting-edge academic research and practitionersThe book makes extant academic knowledge easily accessible. For example, each chapter features an organizational framework that provides an overview of core concepts at a glance, and it ends with a succinct chapter summary in bullet pointsThe book features global best practices and latest trends; it takes on a global perspective with about 40% of all examples originating from the Americas, 30% from Europe and 30% from Asia
61 štampana stranica
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2017

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Citati

    may mayje citiralaпрошле године
    Point of difference — the most compelling benefit offered by the brand that stands out from its competition (e.g., largest network of professionals and recruiters to help advance your career, develop your business acumen, industry knowledge, and personal development).

    •Reason to believe — proof that the brand can deliver the promised benefits (e.g., our network is many times bigger than that of our nearest competitor).
    may mayje citiralaпрошле године
    There are four basic elements to writing a good positioning statement,13 and this is illustrated in the LinkedIn example:

    •Target audience — the specific group(s) of people that the brand wants to sell to and serve (e.g., professionals as primary target customers, and employers and advertisers as secondary target audiences).

    •Frame of reference — the category that the brand is competing in (e.g., in the social networking space).
    may mayje citiralaпрошле године
    Roger Brown, “How We Built a Strong Company in a Weak Industry”, Harvard Business Review, February 2001,

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