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Was hat der Kauf von Dienstleistungen mit der Katze im Sack zu tun? Aus Sicht der Kunden eine Menge, denn Dienstleistungen knnen nicht im Voraus begutachtet werden. Hauptaufgabe des Dienstleisters ist es daher, das Vertrauen des Kunden zu gewinnen und immaterielle Leistungen fr ihn sinnlich wahrnehmbar zu machen. Dieses Buch fhrt Sie Schritt fr Schritt durch alle Phasen des Dienstleistungsprozesses. Sie erhalten fr jeden Prozessschritt konkrete Handlungsempfehlungen, Anregungen, Tools sowie Beispiele vorbildlicher Aktionen, aber auch lehrreicher Pleiten und Pannen. Ein Praxisratgeber fr Geschftsfhrer , Unternehmer und Marketingverantwortliche von Dienstleistern aller Gren und Branchen sowie Marketing- und Vertriebsberater. Die zweite Auflage wurde umfassend aktualisiert und um das Thema Social Media ergnzt.

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