Services marketing: People, technology, strategy

Recommended by: Anita Basalingappa

Content:

PART I: UNDERSTANDING SERVICE PRODUCTS, MARKETS, AND CUSTOMERS
PART 1: The Services Marketing Framework
CHAPTER 01: Creating Value in the Service Economy
CHAPTER 02: Understanding Service Consumers
CHAPTER 03: Positioning Services in Competitive Markets
PART II: APPLYING THE 4 PS OF MARKETING TO SERVICES
PART 2: The Services Marketing Framework
CHAPTER 04: Developing Service Products and Brands
CHAPTER 05: Distributing Services Through Physical and Electronic Channels
CHAPTER 06: Service Pricing and Revenue Management
Jochen Wirtz and Christopher Loveloc
CHAPTER 07: Service Marketing Communication
PART III: MANAGING THE CUSTOMER INTERFACE
PART 3: The Services Marketing Framework
CHAPTER 08: Designing Service Processes
CHAPTER 09: Balancing Demand and Capacity
CHAPTER 10: Crafting the Service Environment
CHAPTER 11: Managing People for Service Advantage
PART IV: DEVELOPING CUSTOMER RELATIONSHIPS
PART 4: The Services Marketing Framework
CHAPTER 12: Managing Relationships and Building Loyalty
CHAPTER 13: Complaint Handling and Service Recovery
PART V: STRIVING FOR SERVICE EXCELLENCE
PART 5: The Services Marketing Framework
CHAPTER 14: Improving Service Quality and Productivity
CHAPTER 15: Building a World-Class Service Organization
PART VI: CASE STUDIES
PART 6: Case Studies
CASE 01: Sullivan Ford Auto World
CASE 02: Dr. Beckett’s Dental Office
CASE 03: Digital Luxury Services: Tradition versus Innovation in Luxury Fashion
CASE 04: Uber’s Unintended Burdens
CASE 05: Kiwi Experience
CASE 06: Revenue Management at The View
CASE 07: The Accra Beach Hotel: Block Booking of Capacity During a Peak Period
CASE 08: Aussie Pooch Mobile