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Erfolgsfaktor Service
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Product Details
Service hat sich zu einem wichtigen Wettbewerbsfaktor und Marketinginstrument auf nationalen und internationalen Mrkten entwickelt. Immer hufiger zielen Unternehmen darauf ab, durch Serviceleistungen strategische Wettbewerbsvorteile gegenber der internationalen Konkurrenz zu erreichen. Damit gewinnt der Service als strategisches Marketingwerkzeug an Bedeutung. Seine Erfolgswirkungen sind bisher jedoch noch nicht umfassend untersucht worden. Andreas Mann prsentiert eine detaillierte theoretische und empirische Analyse der strategischen Wirkung des Service als eigenstndiges Marketinginstrument, des Einflusses von Service auf den Unternehmenserfolg sowie der Erfolgsfaktoren des Servicemanagements. Dabei geht er explizit auf Besonderheiten des Serviceeinsatzes im Rahmen des internationalen Marketing ein.
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