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Fondements Et Pratiques Du Marketing Des Services by Abdeldjebar-S

Fondements Et Pratiques Du Marketing Des Services

by Abdeldjebar-S
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Book cover type: Paperback
  • ISBN13: 9783841738431
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Omniscriptum
  • Publisher Imprint: Omniscriptum
  • Publication Date:
  • Pages: 148
  • Original Price: GBP 29.0
  • Language: French
  • Edition: N/A
  • Item Weight: 227 grams
  • BISAC Subject(s): Marketing / General

Les dernières années ont été marquées par un véritable tournant en matière du marketing des services. La conception traditionnelle de ce secteur, laisse place à des approches nouvelles et diversifiées, témoignant d'une volonté réelle de placer les consommateurs au centre de la réflexion, afin de répondre au mieux à leurs attentes. Le but du livre est de montrer les tentatives des chercheurs qu'ont conduit que le marketing mix traditionnel des quatre éléments (produit, prix, distribution et promotion) n'est pas considérée comme un cadre conceptuel suffisant pour une prestation des services. Il est particulièrement important que les différents éléments soient reliés et coordonnés de manière logique. Une autre tendance majeure du marketing des services témoigne d'une évolution marquée vers la qualité des services. Devenue une variable de différenciation et de profit, la qualité est introduite dans les démarches clés des entreprises de services. Elle devient une composante indispensable de l'offre, un indicateur de satisfaction et une étape indissociable de la démarche de fidélisation.

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