Services Marketing (ePub)

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