Services marketing : people, technology, strategy / Jochen Wirtz, Christopher Lovelock.
By: Wirtz, Jochen
Contributor(s): Lovelock, Christopher H.Call number: 658.8 L911S 2016 Material type: BookPublisher: Hackensack, N.J. : World Scientific Publishing, c2016. Edition: 8th ed.Description: xvii, 783 p. : ill., charts.ISBN: 9781944659011 (pbk.).Subject(s): Marketing -- Management | Professions -- Marketing | Service industries -- Marketing | Customer services -- Marketing
Part 1. Understanding service products, consumers, and markets. 1, Creating value in the service economy. 2, Understanding service consumers. 3, Positioning services in competitive markets -- Part 2. Applying the 4 PS of marketing to services. 4, Developing service products and brands. 5, Distributing services through physical and electronic channels. 6, Service pricing and revenue management. 7, Service marketing communications -- Part 3. Managing the customer interface. 8, Designing service processes. 9, Balancing demand and capacity. 10, Crafting the service environment. 11, Managing people for service advantage -- Part 4. Developing customer relationships. 12, Managing relationships and building loyalty. 13, Complaint handling and service recovery -- Part 5. Striving for service excellence. 14, Improving service quality and productivity. 15, Building a world-class service organization -- Part 6. Case studies.