Positioning Services In Competitive Markets - 9781944659127

Positioning Services In Competitive MarketsAuthor(s): Jochen Wirtz\nFormat: Paperback\nPublisher: World Scientific Publishing Co Inc (USA), United States\nImprint: World Scientific Publishing Co Inc (USA)\nISBN-13: 9781944659127, 978-1944659127\nSynopsis\nWhat makes consumers or institutional buyers select, and remain loyal to, one service provider over another? Without knowing which product features are of specific interest to customers, it is hard for managers to develop an appropriate strategy. As competition intensifies in the service sector, it is becoming more important for service organizations to differentiate their products in ways meaningful to customers. Positioning Services in Competitive Markets is the second volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and.