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Service marketing

In this standard work, the authors describe comprehensively how challenges and problems that arise in the marketing of services can be solved. To secure and increase customer satisfaction and customer loyalty, the importance and necessity of professional service marketing both for traditional service providers and for industrial providers with services is in the foreground. Numerous practice questions on the individual chapters make it easier for the reader to review the contents of the book and to check his understanding.

In the 9th edition, all chapters have been revised. One focus was placed on the increasing digitization of services and their implications for the instruments of operational service marketing.

The content

- Subject matter and characteristics of service marketing

- Concepts and theoretical foundations of the service marketer

- Information bases of service marketing

- Strategic and operational service marketing

- Quality management in the service sector

- Implementation of service marketing

- Controlling in service marketing

Professor Dr. Dr. h.c. mult. Heribert Meffert is professor of business administration, especially marketing, and emeritus director of the Institute for Marketing at the Marketing Center Münster (MCM) of the WWU Münster.
Professor Dr. Dr. h.c. mult. Manfred Bruhn is full professor of business administration, especially marketing and corporate management, at the Faculty of Economics at the University of Basel and honorary professor at the Technical University of Munich.
Professor Dr. Karsten Hadwich is professor of business administration, especially service management and service markets, at the University of Hohenheim.

Keywords

Services Service Management Service Brands Service Quality Marketing Meffert Marketing Edition Quality Management Total Quality Management

Authors and affiliations

  • Heribert Meffert
  • Manfred Bruhn
  • Karsten Hadwich
  1. 1.Westfälische Wilhelms-Universität MünsterMünsterGermany
  2. 2. Faculty of Business and Economics, Chair of Marketing and ManagementUniversity of BaselBaselSwitzerland
  3. 3. Institute for Marketing & Management Chair for Service Management, University of Hohenheim, Stuttgart, Germany

About the authors

Professor Dr. Dr. h.c. mult. Heribert Meffert is professor of business administration, especially marketing, and emeritus director of the Institute for Marketing at the Marketing Center Münster (MCM) of the WWU Münster.
Professor Dr. Dr. h.c. mult. Manfred Bruhn is full professor of business administration, especially marketing and corporate management, at the Faculty of Economics at the University of Basel and honorary professor at the Technical University of Munich.
Professor Dr. Karsten Hadwich is professor of business administration, especially service management and service markets, at the University of Hohenheim.

Bibliographic information

  • Book TitleService Marketing
  • Book SubtitleBasics - Concepts - Methods
  • AuthorsHeribert Meffert
    Manfred Bruhn
    Karsten Hadwich
  • DOIhttps: //doi.org/10.1007/978-3-658-19176-4
  • Copyright InformationSpringer Fachmedien Wiesbaden2018
  • Publisher NameSpringer Gabler, Wiesbaden
  • eBook Packages Business and Economics (German Language)
  • Hardcover ISBN978-3-658-19175-7
  • eBook ISBN978-3-658-19176-4
  • Edition Number9
  • Number of PagesX, 522
  • Number of Illustrations0 b / w illustrations, 0 illustrations in color
  • TopicsServices
    marketing
  • Buy this book on publisher's site