E-books: Services Marketing

  • Asian Dimensions of Services Marketing book cover

    Asian Dimensions of Services Marketing

    1st Edition

    By Esther Tang, Ricky Chan, Susan Tai

    Explore current trends in the Asian service industry!Asian Dimensions of Services Marketing takes you on a journey through the service industries of Asia. Due to the extraordinary amount of growth in Asian service industries over the past few decades, this sector is expanding greatly in many Asian…

    eBook – 2018-10-24

  • Promotional Marketing book cover

    Promotional Marketing

    2nd Edition

    By Roddy Mullin

    In today’s connected world, promotion is fundamental to everything we do to drive business. This is a new edition of an established book, updated with the latest research on the shopper/buyer and how to reach their ‘tipping point’ when the decision to buy is made, now covering mobile, online and…

    eBook – 2018-05-15

  • Young Consumer Behaviour: A Research Companion book cover

    Young Consumer Behaviour

    A Research Companion, 1st Edition

    Edited by Ayantunji Gbadamosi

    Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available…

    eBook – 2017-11-22

  • Platform Strategy: How to Unlock the Power of Communities and Networks to Grow Your Business book cover

    Platform Strategy

    How to Unlock the Power of Communities and Networks to Grow Your Business, 1st Edition

    By Laure Claire Reillier, Benoit Reillier

    During the last decade, platform businesses such as Uber, Airbnb, Amazon and eBay have been taking over the world. In almost every sector, traditional businesses are under attack from digital disrupters that are effectively harnessing the power of communities. But what exactly is a platform…

    eBook – 2017-04-21

  • Sponsorship in Marketing: Effective Communication through Sports, Arts and Events book cover

    Sponsorship in Marketing

    Effective Communication through Sports, Arts and Events, 1st Edition

    By T. Bettina Cornwell

    Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on…

    eBook – 2014-07-17

  • Service Industries Marketing: New Approaches book cover

    Service Industries Marketing

    New Approaches, 1st Edition

    Edited by Mark Gabbott, Gillian Hogg

    This book covers a wide spectrum of topics, service contexts and methodologies and reflects the broad range of current services research. Its aim is to provide an eclectic overview of services marketing by including papers that demonstrate the breadth and depth of research in this area, and it…

    eBook – 2014-02-25

  • Professional Services Marketing: Strategy and Tactics book cover

    Professional Services Marketing

    Strategy and Tactics, 1st Edition

    By William Winston, Frederick G Crane

    The days of professionals simply hanging a shingle and waiting for clients to beat a path to the door are long gone. The marketplace is crowded with new service professionals of all types--from CPAs and attorneys to health care providers and competing service organizations. Professionals must…

    eBook – 2013-10-18

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