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Services Marketing

Autor Christopher H. Lovelock, Jochen Wirtz
en Limba Engleză Paperback – 30 apr 2012

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Specificații

ISBN-13: 9780273756064
ISBN-10: 0273756060
Pagini: 648
Dimensiuni: 217 x 274 x 27 mm
Greutate: 1.35 kg
Ediția:7th edition. Global Edition.
Editura: Prentice Hall

Cuprins

PART I -- UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS Chapter 1: New Perspectives on Marketing in the Service Economy Chapter 2: Consumer Behavior in a Services Context Chapter 3: Positioning Services in Competitive Markets PART II -- APPLYING THE 4Ps OF MARKETING TO SERVICES Chapter 4: Developing Service Products: Core and Supplementary Elements Chapter 5: Distributing Services through Physical and Electronic Channels Chapter 6: Setting Prices and Implementing Revenue Management Chapter 7: Promoting Services and Educating Customers PART III -- MANAGING THE CUSTOMER INTERFACE Chapter 8: Designing and Managing Service Processes Chapter 9: Balancing Demand and Productive Capacity Chapter 10: Crafting the Service Environment Chapter 11: Managing People for Service Advantage PART IV -- IMPLEMENTING PROFITABLE SERVICE STRATEGIES Chapter 12: Managing Relationships and Building Loyalty Chapter 13: Complaint Handling and Service Recovery Chapter 14: Improving Service Quality and Productivity Chapter 15: Striving for Service Leadership