Book, Services Marketing (Cobra) 1/21[LS]

In a didactic way, this book presents everything from the basic concepts to the strategic vision of services marketing and its role as a competitive differentiator, covering topics such as strategic planning, communication, pricing policy, distribution, managerial skills, quality and marketing plan. Several tools are presented so that the reader can establish and develop critical capacity and commitment to competent performance in services, becoming capable of applying business strategies to successfully face various challenges. The main objectives of the work are to develop knowledge, creativity, initiative and skills for implementing business strategies in services marketing and enabling the reader to develop differentiated professional work for service organizations. APPLICATION Textbook for the Services Marketing discipline for undergraduate and postgraduate courses in Business Administration and Marketing and specialization courses in the area. Recommended reading for professionals, service providers and business consultants. ?