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Services Marketing

This comprehensive text provides a managerial overview of services by combining conceptual rigor with practical applications.
Services Marketing
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The fundamentals of services marketing presented in a strategic marketing framework. Organized around a strategic marketing framework Services Marketing guides readers into the consumer and competitive environments in services marketing. The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.
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
Pages
648
Year
2010
ISBN-10
0136118747
ISBN-13
9780136118749
Format
Paperback
Media
Book
Imprint
Pearson Education
Place of Publication
Upper Saddle River
Country of Publication
United States
Replaces
9780132056762
DEWEY
658.802
Publisher
Pearson Education (us)
Publication Date
2010-01-01
Author
Christopher H. Lovelock, Jochen Wirtz
Short Title
SERVICES MARKETING
Language
English
Alternative
9780273756064
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