Christopher Lovelock,
Christopher H Lovelock,
Jochen Wirtz
Pearson Education
e druk, 2011
9780273756064
Services Marketing, Global Edition
Specificaties
Paperback, blz.
|
Engels
Pearson Education |
e druk, 2011
ISBN13: 9780273756064
Rubricering
Levertijd ongeveer 8 werkdagen
Samenvatting
For undergraduate courses in Service Marketing
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
The fundamentals of services marketing presented in a strategic marketing framework.
Organized around a strategic marketing framework Services Marketing provides instructors with maximum flexibility in teaching while guiding students into the consumer and competitive environments in services marketing.
The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.
Specificaties
ISBN13:9780273756064
Taal:Engels
Bindwijze:Paperback
Uitgever:Pearson Education
Hoofdrubriek:Reclame en verkoop
Inhoudsopgave
<p>PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS</p> <p>Chapter 1: New Perspectives on Marketing in the Service Economy</p> <p>Chapter 2: Consumer Behavior in a Services Context</p> <p>Chapter 3: Positioning Services in Competitive Markets</p> <p> </p> <p>PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES</p> <p>Chapter 4: Developing Service Products: Core and Supplementary Elements</p> <p>Chapter 5: Distributing Services through Physical and Electronic Channels</p> <p>Chapter 6: Setting Prices and Implementing Revenue Management</p> <p>Chapter 7: Promoting Services and Educating Customers</p> <p> </p> <p>PART III — MANAGING THE CUSTOMER INTERFACE</p> <p>Chapter 8: Designing and Managing Service Processes</p> <p>Chapter 9: Balancing Demand and Productive Capacity</p> <p>Chapter 10: Crafting the Service Environment </p> <p>Chapter 11: Managing People for Service Advantage</p> <p> </p> <p>PART IV — IMPLEMENTING PROFITABLE SERVICE STRATEGIES</p> <p>Chapter 12: Managing Relationships and Building Loyalty </p> <p>Chapter 13: Complaint Handling and Service Recovery </p> <p>Chapter 14: Improving Service Quality and Productivity</p> <p>Chapter 15: Striving for Service Leadership</p> <br>
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