具体描述
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.
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.
著者信息
作者简介
Jochen Wirtz
现职：National University of Singapore
Jochen Wirtz
现职：National University of Singapore
图书目录
PART I: UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS
Ch 1 Creating Value in the Service Economy
Ch 2 Understanding Service Consumers
Ch 3 Positioning Services in Competitive Markets
PART II: APPLYING THE 4 PS OF MARKETING TO SERVICES
Ch 4 Developing Service Products and Brands
Ch 5 Distributing Services Through Physical and Electronic Channels
Ch 6 Service Pricing and Revenue Management
Ch 7 Service Marketing Communications
PART III: MANAGING THE CUSTOMER INTERFACE
Ch 8 Designing Service Processes
Ch 9 Balancing Demand and Capacity
Ch10 Crafting the Service Environment
Ch11 Managing People for Service Advantage
PART IV: DEVELOPING CUSTOMER RELATIONSHIPS
Ch12 Managing Relationships and Building Loyalty
Ch13 Complaint Handling and Service Recovery
PART V: STRIVING FOR SERVICE EXCELLENCE
Ch14 Improving Service Quality and Productivity
Ch15 Building a World-Class Service Organization
PART VI: CASE STUDIES
Ch 1 Creating Value in the Service Economy
Ch 2 Understanding Service Consumers
Ch 3 Positioning Services in Competitive Markets
PART II: APPLYING THE 4 PS OF MARKETING TO SERVICES
Ch 4 Developing Service Products and Brands
Ch 5 Distributing Services Through Physical and Electronic Channels
Ch 6 Service Pricing and Revenue Management
Ch 7 Service Marketing Communications
PART III: MANAGING THE CUSTOMER INTERFACE
Ch 8 Designing Service Processes
Ch 9 Balancing Demand and Capacity
Ch10 Crafting the Service Environment
Ch11 Managing People for Service Advantage
PART IV: DEVELOPING CUSTOMER RELATIONSHIPS
Ch12 Managing Relationships and Building Loyalty
Ch13 Complaint Handling and Service Recovery
PART V: STRIVING FOR SERVICE EXCELLENCE
Ch14 Improving Service Quality and Productivity
Ch15 Building a World-Class Service Organization
PART VI: CASE STUDIES
图书序言
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