Services marketing : people, technology, strategy /
Lovelock, Christopher H.
Services marketing : people, technology, strategy / Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee. - seventh edition - xxi, 683 pages : illustrations, map ; 29 cm.
Includes bibliographical references and indexes.
PART 1 UNDERSTANDING SERVICE MARKETS, PRODUCTS, AND CUSTOMERS -- New Perspectives on Marketing in the Service Economy -- Customer Behavior in Service context -- positioning services in competitive markets -- PART 2 : applying the 4 Ps of marketing to services -- Developing Service products: Core and Supplementary Elements -- Distributing Services through Physical and Electronic Channels -- setting prices and implementing revenue management -- promoting services and educating customers -- PART 3 : MANAGING THE CUSTOMER INTERFACE -- Designing and Managing Service Processes -- Balancing Demand and Productive Capacity -- Crafting the Service Environment -- Managing people for Service advantage -- PART 4 : IMPLEMENTING PROFITABLE SERVICE STRATEGIES -- managing Relationships and Building Loyalty -- complaint handling and service recovery -- Improving Service Quality and Productivity -- striving for Service Leadership
9788131759394
2009039795
Marketing--Management.
Professions--Marketing.
Service industries--Marketing.
Customer services--Marketing.
HF5415.13 / .L5883 2011
658.8 / L.C.S
Services marketing : people, technology, strategy / Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee. - seventh edition - xxi, 683 pages : illustrations, map ; 29 cm.
Includes bibliographical references and indexes.
PART 1 UNDERSTANDING SERVICE MARKETS, PRODUCTS, AND CUSTOMERS -- New Perspectives on Marketing in the Service Economy -- Customer Behavior in Service context -- positioning services in competitive markets -- PART 2 : applying the 4 Ps of marketing to services -- Developing Service products: Core and Supplementary Elements -- Distributing Services through Physical and Electronic Channels -- setting prices and implementing revenue management -- promoting services and educating customers -- PART 3 : MANAGING THE CUSTOMER INTERFACE -- Designing and Managing Service Processes -- Balancing Demand and Productive Capacity -- Crafting the Service Environment -- Managing people for Service advantage -- PART 4 : IMPLEMENTING PROFITABLE SERVICE STRATEGIES -- managing Relationships and Building Loyalty -- complaint handling and service recovery -- Improving Service Quality and Productivity -- striving for Service Leadership
9788131759394
2009039795
Marketing--Management.
Professions--Marketing.
Service industries--Marketing.
Customer services--Marketing.
HF5415.13 / .L5883 2011
658.8 / L.C.S