Services marketing: People, technology, strategy
- 9th
- USA: World Scientific Publishing, 2021.
- 684p., 28 cm X 22 cm
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