Excellent service is the foundation for services marketing, contend Leonard Berry and A. Parasuraman in this companion volume to Delivering Quality Service. Building on eight years of research, the authors develop a model for understanding the relationship between quality and marketing in services and offer dozens of practical insights into ways to improve services marketing. They argue that superior service cannot be manufactured in a factory, packaged, and delivered intact to customers. Though an innovative service concept may give a company an initial edge, superior quality is vital to sustaining success. Berry and Parasuraman show that inspired leadership, a customer-minded corporate culture, an excellent service-system design, and effective use of technology and information are crucial to superior service quality and services marketing. When a company's service is excellent, customers are more likely to perceive value in transactions, spread favorable word-of-mouth impressions, and respond positively to employee-cross-selling efforts. The authors point out that a service company that does relatively little pre-sales marketing but is truly dedicated to delivering excellent quality service will have greater marketing effectiveness, higher customer retention, and more sales to existing customers than a company that emphasizes pre-sale marketing but falls short during actual service delivery. The focus of any company, they insist, must be customer satisfaction through integration of service quality throughout the entire system. Filled with examples, stories, and insights from senior executives, Berry and Parasuraman's new framework for effective marketing services contains the key to high-performance services marketing.

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General Marketing & Sales : eBoot Camp: Proven Internet Marketing Techniques to Grow Your Business

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Customer Share Marketing: How the World's Great Marketers Unlock Profits from Customer Loyalty teaches customer share marketing, which leverages customer loyalty through direct marketing and advanced, Internet-driven sales techniques. Author Tom Osenton demonstrates how leading companies apply customer share marketing to increase sales and profits, often more effectively and at a substantial savings over traditional methods.

Price: $23.20 USD

This is the eBook version of the printed book. The Definitive Guide to the New State-of-the-Art in Marketing Metrics   Marketing Metrics, Second Edition , is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge.   The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more. This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make.   Choose the right metric for every marketing challenge Understand the full spectrum of marketing metrics: pros, cons, nuances, and application   Gain a deep and thorough understanding of marketing profitability Quantify the profitability of products, customers, channels, and marketing initiatives   Assess web and social media effectiveness, accurately and in detail Measure everything from “bounce rates” to the growth of your web communities   Link marketing to your enterprise financial metrics Understand your true return on marketing investment--and enhance it   This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.   You’ll find practical, up-to-the-minute techniques for measuring everything from brand equity to social media, market share to web engagement. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean. You’ll learn how to design and interpret marketing dashboards to identify emerging opportunities and risks and use powerful new modeling techniques to optimize every decision you make. In this second edition the authors expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.   •  Strategy + Business “Best Books in Marketing” award winner—now fully updated! •  30% more coverage: from social media and brand equity to modeling for better decision-making •  Covers promotions, advertis

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Client/Server Technologies : Microsoft Access Small Business Solutions: State-of-the-Art Database Models for Sales, Marketing, Customer Management, and More Key Business Activities

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Client/Server Technologies : Microsoft Access Small Business Solutions: State-of-the-Art Database Models for Sales, Marketing, Customer Management, and More Key Business Activities

Price: $50.00 USD

Sales Management : Wiley Pathways Selling 1st Edition with Event Marketing Set

Price: $139.95 USD

This comprehensive textbook offers a real world approach to hotel sales and operations. It goes beyond the theoretical information found in most other textbooks and offers real-world case studies that reinforce the theory. In addition, it includes background information on hotel operations and marketing to better prepare students to master the art of hotel sales. It introduces the concept of the sales triangle (room sales, catering sales, and outlet/ancillary sales) and illustrates the importance of each to the overall sales success of the hotel. This book outlines the important information and strategies students need to succeed in hotel sales and operations.

Price: $143.49 USD

Sales Management : The Handbook of Selling: Psychological, Managerial, and Marketing Dynamics, 2nd Edition

Price: $200.00 USD

Successfully Marketing Clinical Trials Results is a comprehensive guide for every marketing professional faced with the challenge of using marketing to convert scientific data into sales. The book offers you practical knowledge on how to use medical resea

Price: $200.00 USD