Essentials of services marketing

By:

Wirtz, Jochen

Publication details: UK: Pearson Education Ltd, 2023.Edition: 4thDescription: xxviii, 649p., ind., 27 cm X 21 cmISBN:

9781292425191

Subject(s):

-- service industries -- marketing

DDC classification:

658.8

List(s) this item appears in: New Arrivals 16 Dec 2024

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Holdings
Item type	Current library	Call number	Materials specified	Status	Date due	Barcode
Books	KEIC	658.8 WIR (Browse shelf(Opens below))		Checked out	01/08/2025	23683

Recommended by: Anita Basalingappa

Content:

Part I:Understanding Service Markets, Products, and Customers
Chapter 1 Introduction to Services Marketing
Chapter 2 Understanding Service Consumers
Chapter 3 Positioning Services in Competitive Markets
Part II: Applying the 4 Ps of Marketing to Services
Chapter 4 Developing Service Products and Brands
Chapter 5 Distributing Services through Physical and Electronic Channels
Chapter 6 Setting Prices and Implementing Revenue Management
Chapter 7. Promoting Services and Educating Customers
Part III: Managing the Customer Interface
Chapter 8 Designing Service Processes
Chapter 9 Balancing Demand and Capacity
Chapter 10 Crafting the Service Environment
Chapter 11 Managing People for Service Advantage
Part IV: Developing Customer Relationships
Chapter 12 Managing Relationships and Building Loyalty
Chapter 13 Complaint Handling and Service Recovery
Part V: Striving for Service Excellence
Chapter 14 Improving Service Quality and Productivity
Chapter 15 Building a World - class Service Organization
Part VI: Cases

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