Pub. Date:
World Scientific (Us)
Services Marketing: People, Technology, Strategy (Eighth Edition)

Services Marketing: People, Technology, Strategy (Eighth Edition)

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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.

Product Details

ISBN-13: 9781944659011
Publisher: World Scientific (Us)
Publication date: 04/11/2016
Pages: 600
Sales rank: 1,203,812
Product dimensions: 8.40(w) x 10.90(h) x 1.10(d)

About the Author

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 Index;

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