Services Marketing: People, Technology, Strategy

Services Marketing: People, Technology, Strategy

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Overview

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. This textbook takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Featuring cases and examples from all over the world, Services Marketing: People, Technology, Strategy is suitable for students who want to gain a wider managerial view of Services Marketing.Contents: Dedication About the Authors About the Contributors of the Case Studies Preface Acknowledgements Understanding Service Products, Consumers, and Markets: Creating Value in the Service Economy Understanding Service Consumers Positioning Services in Competitive Markets Applying the 4 Ps of Marketing to Services: Developing Service Products and Brands Distributing Services Through Physical and Electronic Channels Service Pricing and Revenue Management Service Marketing Communications Managing the Customer Interface: Designing Service Processes Balancing Demand and Capacity Crafting the Service Environment Managing People for Service Advantage Developing Customer Relationships: Managing Relationships and Building Loyalty Complaint Handling and Service Recovery Striving for Service Excellence: Improving Service Quality and Productivity Building a World-Class Service Organization Case Studies Glossary Name Index Subject IndexReadership: Primary market — University students taking the Services Marketing course, generally compulsory for Business and Marketing students, as well as MBA and EMBA students; Secondary market — marketing professionals and practitioners.Services Marketing; Marketing; Consumer Behavior; Positioning Services; Service Process; Service Environment; Service Advantage; Customer Relationships; Managing Relationship and Building Loyalty; Complaint Handling; Service Recovery; Service Excellence; Service Quality and Productivity; Service Leadership Key Features: Full-color visual aids promote learning and organizational frameworks capture essence of individual chapters in one look Content thoroughly revised to include real-life industry examples and global case studies supported by academic research Each chapter provides an organizational framework that provides a quick overview of each chapter's core concepts at a glance Supplementary teaching materials complement the textbook to make teaching and assessment easier

Product Details

ISBN-13: 9781944659035
Publisher: World Scientific Publishing Company, Incorporated
Publication date: 03/29/2016
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 800
Sales rank: 550,554
File size: 65 MB
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