| 000 | 04699nam a22003497i 4500 | ||
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| 999 |
_c11352 _d11352 |
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| 005 | 20190512112007.0 | ||
| 008 | 180422s2018 enka|||| b||| 001 0 eng d | ||
| 020 | _a9781292089959 | ||
| 020 | _a1292089954 | ||
| 040 |
_afue _erda |
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| 082 | 0 | 4 |
_a658.8 _bW.J.E _223 |
| 100 | 1 |
_aWirtz, Jochen, _eauthor. |
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| 245 | 1 | 0 |
_aEssentials of services marketing / _cJochen Wirtz, Christopher Lovelock. |
| 250 | _athird edition. | ||
| 264 | 1 |
_aHarlow, England : _bPearson, _c[2018]. |
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| 264 | 1 | _c©2018 | |
| 300 |
_a(xxxii, 670 pages) : _billustrations ; _c24 cm |
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| 336 |
_2rdacontent _atext |
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| 337 |
_2rdamedia _acomputer |
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| 338 |
_2rdacarrier _a unmediated |
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| 504 | _aIncludes bibliographical references and indexes. | ||
| 505 | 0 | _aCover; Title Page; Copyright Page; Brief Contents; Dedication; About the Authors; Contents; Preface; Acknowledgments; Part I: Understanding Service Markets, Products, and Customers; 1. Introduction to Services Marketing; Why Study Services?; Services Dominate the Global Economy; Most New Jobs Are Generated by Services; Understanding Services Offers Personal Competitive Advantage; What Are the Principal Industries of the Service Sector?; Contribution to Gross Domestic Product; Powerful Forces Are Transforming Service Markets; B2B Services as a Core Engine of Economic Development What Are Services?Benefits without Ownership; Defining Services; Service Products versus Customer Service and After-Sales Service; Four Broad Categories of Servicesâ#x80;#x94;A Process Perspective; People Processing; Possession Processing; Mental Stimulus Processing; Information Processing; Services Pose Distinct Marketing Challenges; The 7 Ps of Services Marketing; The Traditional Marketing Mix Applied to Services; The Extended Services Marketing Mix for Managing the Customer Interface; Marketing Must Be Integrated with Other Management Functions; The Serviceâ#x80;#x93;Profit Chain A Framework for Developing Effective Service Marketing Strategies2. Consumer Behavior in a Services Context; The Three-Stage Model of Service Consumption; Pre-Purchase Stage; Need Awareness; Information Search; Evaluation of Alternative Services; Purchase Decision; Service Encounter Stage; Service Encounters Are â#x80;#x9C;Moments of Truthâ#x80;#x9D;; Service Encounters Range from High Contact to Low Contact; The Servuction System; Theater as Metaphor for Service Delivery: An Integrative Perspective; Role and Script Theories; Perceived Control Theory; Post-Encounter Stage; Customer Satisfaction Service QualityCustomer Loyalty; 3. Positioning Services in Competitive Markets; Customer-Driven Services Marketing Strategy; Customer, Competitor, and Company Analysis (3Cs); Segmentation, Targeting, and Positioning (STP); Segmenting Service Markets; Important versus Determinant Service Attributes; Segmenting Based on Service Levels; Targeting Service Markets; Achieving Competitive Advantage through Focus; Principles of Positioning Services; Using Positioning Maps to Plot Competitive Strategy; An Example of Applying Positioning Maps to the Hotel Industry Mapping Future Scenarios to Identify Potential Competitive ResponsesPositioning Charts Help Executives Visualize Strategy; Developing an Effective Positioning Strategy; Part II: Applying the 4 Ps of Marketing to Services; 4. Developing Service Products And Brands; Creating Service Products; What Are the Components of a Service Product?; The Flower of Service; Facilitating Supplementary Services; Enhancing Supplementary Services; Branding Service Firms, Products, and Experiences; Branding Strategies for Services; Tiering Service Products with Branding; Building Brand Equity | |
| 520 | _aEssentials of Services Marketing, 3e, is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting global outlook with visual learning aids and clear language. It has been designed so that instructors can make selective use of chapters and cases to teach courses of different lengths and formats in either services marketing or services management. | ||
| 650 | 0 |
_aService industries _xMarketing |
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| 650 | 7 |
_a Business & economics _xIndustrial Management. _2bisacsh |
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| 650 | 7 |
_a Business & economics _xManagement _2bisacsh |
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| 650 | 7 |
_a Business & economics _xManagement Science _2bisacsh |
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| 650 | 7 |
_a Business & economics _xOrganizational Behavior _2bisacsh |
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| 650 | 7 |
_aService industries _xMarketing _2fast |
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| 856 |
_3Abstract _uhttp://repository.fue.edu.eg/xmlui/handle/123456789/4069 |
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| 942 |
_2ddc _cTB |
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