Services Marketing
People, Technology, Strategy
Jochen Wirtz, Christopher Lovelock
- 800 pagine
- English
- ePUB (disponibile sull'app)
- Disponibile su iOS e Android
Services Marketing
People, Technology, Strategy
Jochen Wirtz, Christopher Lovelock
Informazioni sul libro
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.Contents:DedicationAbout the AuthorsAbout the Contributors of the Case StudiesPrefaceAcknowledgementsUnderstanding Service Products, Consumers, and Markets:Creating Value in the Service EconomyUnderstanding Service ConsumersPositioning Services in Competitive MarketsApplying the 4 Ps of Marketing to Services:Developing Service Products and BrandsDistributing Services Through Physical and Electronic ChannelsService Pricing and Revenue ManagementService Marketing CommunicationsManaging the Customer Interface:Designing Service ProcessesBalancing Demand and CapacityCrafting the Service EnvironmentManaging People for Service AdvantageDeveloping Customer Relationships:Managing Relationships and Building LoyaltyComplaint Handling and Service RecoveryStriving for Service Excellence:Improving Service Quality and ProductivityBuilding a World-Class Service OrganizationCase StudiesGlossaryName IndexSubject IndexReadership: Primary market — University students taking the Services Marketing course, generally compulsory for Business and Marketing students, as well as MBA and EMBA students; Secondary market — marketing professionals and practitioners.Services Marketing; Marketing; Consumer Behavior; Positioning Services; Service Process; Service Environment; Service Advantage; Customer Relationships; Managing Relationship and Building Loyalty; Complaint Handling; Service Recovery; Service Excellence; Service Quality and Productivity; Service Leadership Key Features:Full-color visual aids promote learning and organizational frameworks capture essence of individual chapters in one lookContent thoroughly revised to include real-life industry examples and global case studies supported by academic researchEach chapter provides an organizational framework that provides a quick overview of each chapter's core concepts at a glanceSupplementary teaching materials complement the textbook to make teaching and assessment easier