Essentials of services marketing
Wirtz, Jochen.
Essentials of services marketing [electronic resource] / Jochen Wirtz, Christopher Lovelock. - 4th Edition. - Harlow, England : Pearson, 2018. - 1 online resource (xxxii, 670 pages) : illustrations (chiefly colour).
Includes index.
1. Introduction to Services Marketing -- 2. Consumer Behavior in a Services Context -- 3. Positioning Services in Competitive Markets -- 4. Developing Service Products and Brands -- 5. Distributing Services through Physical and Electronic Channels -- 6. Setting Prices and Implementing Revenue Management -- 7. Promoting Services and Educating Customers -- 8. Designing Service Processes -- 9. Balancing Demand and Capacity -- 10. Crafting the Service Environment -- 11. Managing People for Service Advantage -- 12. Managing Relationships and Building Loyalty -- 13. Complaint Handling and Service Recovery -- 14. Improving Service Quality and Productivity -- 15. Building a World-Class Service Organization -- Case 1: Sullivan Ford Auto World -- Case 2: Dr Beckett's Dental Office -- Case 3: Uber -- Case 4: Banyan Tree -- Case 5: Kiwi Experience -- Case 6: Accra Beach Hotel -- Case 7: Revenue Management of Gondolas -- Case 8: Aussie Pooch Mobile -- Case 9: Shouldice Hospital Limited -- Case 10: Red Lobster -- Case 11: Singapore Airlines -- Case 12: Dr Mahalee Goes to London -- Case 13: Royal Dining Membership Program Dilemma -- Case 14: Customer Asset Management at DHL in Asia -- Case 15: Starbucks: Delivering Customer Service -- Case 16: Lux Resorts -- Case 17: KidZania: Shaping a Strategic Service Vision for the Future.
'Essentials of Services Marketing' is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting global outlook with visual learning aids and clear language. It has been designed so that instructors can make selective use of chapters and cases to teach courses of different lengths and formats in either services marketing or services management.
978-1-292-08995-9
Business and management.
Marketing.
Services industries--Marketing.
Essentials of services marketing [electronic resource] / Jochen Wirtz, Christopher Lovelock. - 4th Edition. - Harlow, England : Pearson, 2018. - 1 online resource (xxxii, 670 pages) : illustrations (chiefly colour).
Includes index.
1. Introduction to Services Marketing -- 2. Consumer Behavior in a Services Context -- 3. Positioning Services in Competitive Markets -- 4. Developing Service Products and Brands -- 5. Distributing Services through Physical and Electronic Channels -- 6. Setting Prices and Implementing Revenue Management -- 7. Promoting Services and Educating Customers -- 8. Designing Service Processes -- 9. Balancing Demand and Capacity -- 10. Crafting the Service Environment -- 11. Managing People for Service Advantage -- 12. Managing Relationships and Building Loyalty -- 13. Complaint Handling and Service Recovery -- 14. Improving Service Quality and Productivity -- 15. Building a World-Class Service Organization -- Case 1: Sullivan Ford Auto World -- Case 2: Dr Beckett's Dental Office -- Case 3: Uber -- Case 4: Banyan Tree -- Case 5: Kiwi Experience -- Case 6: Accra Beach Hotel -- Case 7: Revenue Management of Gondolas -- Case 8: Aussie Pooch Mobile -- Case 9: Shouldice Hospital Limited -- Case 10: Red Lobster -- Case 11: Singapore Airlines -- Case 12: Dr Mahalee Goes to London -- Case 13: Royal Dining Membership Program Dilemma -- Case 14: Customer Asset Management at DHL in Asia -- Case 15: Starbucks: Delivering Customer Service -- Case 16: Lux Resorts -- Case 17: KidZania: Shaping a Strategic Service Vision for the Future.
'Essentials of Services Marketing' is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting global outlook with visual learning aids and clear language. It has been designed so that instructors can make selective use of chapters and cases to teach courses of different lengths and formats in either services marketing or services management.
978-1-292-08995-9
Business and management.
Marketing.
Services industries--Marketing.