Services Marketing: People, Technology, Strategy
(Sprache: Englisch)
For advanced undergraduate and MBA/EMBA courses in Services Marketing. Organized around a strategic marketing framework to give instructors maximum flexibility in teaching and take students deeper into the consumer and competitive environments in services marketing.
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Produktinformationen zu „Services Marketing: People, Technology, Strategy “
For advanced undergraduate and MBA/EMBA courses in Services Marketing. Organized around a strategic marketing framework to give instructors maximum flexibility in teaching and take students deeper into the consumer and competitive environments in services marketing.
Inhaltsverzeichnis zu „Services Marketing: People, Technology, Strategy “
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
Bibliographische Angaben
- Autoren: Christopher H. Lovelock , Jochen Wirtz
- 2010, 7th edition, 648 Seiten, Maße: 21,7 x 27,5 cm, Kartoniert (TB), Englisch
- Verlag: Prentice Hall International
- ISBN-10: 0136118747
- ISBN-13: 9780136118749
Sprache:
Englisch
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