Ebook Essentials of Services Marketing 3e by Wirtz, Lovelock

Essentials of Services Marketing
3rd Edition
Jochen Wirtz - Christopher H. Lovelock
©2018 | Pearson Education
PDF

Table of Content:

Part I: Understanding Service Products, Consumers and Markets
Ch 1: Introduction to Services Marketing
Ch 2: Consumer Behavior in a Services Context
Ch 3: Positioning Services in Competitive Markets
Cases for Part I
Part II: Applying the 4Ps to Services
Ch 4: Developing the Service Concept: Core and Supplementary Elements
Ch 5: Distributing Service Through Physical and Electronic Channels
Ch 6: Setting Prices and Implementing Revenue Management
Ch 7: Promoting Services and Educating Customers
Cases for Part II
Part III: Managing the Customer Interface
Ch 8: Developing and Managing Service Processes
Ch 9: Balancing Demand Against Productive Capacity
Ch 10: Crafting the Service Environment
Ch 11: Managing People for Service Advantage                         
Cases for Part III
Part IV: Implementing Profitable Service Strategies
Ch 12: Managing Relationships and Building Loyalty
Ch 13: Complaint Handling and Service Recovery
Ch 14: Improving Service Quality and Productivity
Ch 15: Organizing for Change Management and Service Leadership
Cases for Part IV