Services marketing : people, technology, strategy /
Wirtz, Jochen,
Services marketing : people, technology, strategy / Jochen Wirtz, Christopher Lovelock. - Eighth edition. - xvii, 783 pages : illustrations (chiefly colour) ; 28 cm
Includes bibliographical references and index.
About the Authors -- About the Contributors of the Case Studies -- Preface -- Acknowledgements -- Part I. Understanding Service Products, Consumers, and Markets -- 1. Creating Value in the Service Economy -- 2. Understanding Service Consumers -- 3. Positioning Services in Competitive Markets -- Part II. Applying the 4 Ps of Marketing to Services -- 4. Developing Service Products and Brands -- 5. Distributing Services Through Physical and Electronic Channels -- 6. Service Pricing and Revenue Management -- 7. Service Marketing Communications -- Part III. Managing the Customer Interface -- 8. Designing Service Processes -- 9. Balancing Demand and Capacity -- 10. Crafting the Service Environment -- 11. Managing People for Service Advantage -- Part IV. Developing Customer Relationships -- 12. Managing Relationships and Building Loyalty -- 13. Complaint Handling and Service Recovery -- Part V. Striving for Service Excellence -- 14. Improving Service Quality and Productivity -- 15. Building a World-Class Service Organization -- Part VI. Case Studies.
"Services Marketing: People, Technology, Strategy is the eighth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples." --Publisher's website.
1944659005 9781944659004 1944659013 9781944659011
2016003724
Marketing--Management.
Professions--Marketing.
Service industries--Marketing.
Customer services--Marketing
HF5415.13 / .L5883 2016
658.8
Services marketing : people, technology, strategy / Jochen Wirtz, Christopher Lovelock. - Eighth edition. - xvii, 783 pages : illustrations (chiefly colour) ; 28 cm
Includes bibliographical references and index.
About the Authors -- About the Contributors of the Case Studies -- Preface -- Acknowledgements -- Part I. Understanding Service Products, Consumers, and Markets -- 1. Creating Value in the Service Economy -- 2. Understanding Service Consumers -- 3. Positioning Services in Competitive Markets -- Part II. Applying the 4 Ps of Marketing to Services -- 4. Developing Service Products and Brands -- 5. Distributing Services Through Physical and Electronic Channels -- 6. Service Pricing and Revenue Management -- 7. Service Marketing Communications -- Part III. Managing the Customer Interface -- 8. Designing Service Processes -- 9. Balancing Demand and Capacity -- 10. Crafting the Service Environment -- 11. Managing People for Service Advantage -- Part IV. Developing Customer Relationships -- 12. Managing Relationships and Building Loyalty -- 13. Complaint Handling and Service Recovery -- Part V. Striving for Service Excellence -- 14. Improving Service Quality and Productivity -- 15. Building a World-Class Service Organization -- Part VI. Case Studies.
"Services Marketing: People, Technology, Strategy is the eighth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples." --Publisher's website.
1944659005 9781944659004 1944659013 9781944659011
2016003724
Marketing--Management.
Professions--Marketing.
Service industries--Marketing.
Customer services--Marketing
HF5415.13 / .L5883 2016
658.8