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Essentials of Services Marketing 2nd Edition by Jochen Wirtz ISBN 9789810686185, 9810686188

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ISBN 10: 9810686188
ISBN 13: 9789810686185 
Author: Jochen Wirtz

Essentials of Services Marketing

Make it easy for students to understand: Clear, Simple Language and Visual Learning Aids The authors use simple English and short sentences to help students grasp concepts more easily and quickly. The text consists of full-colored learning cues, graphics, and diagrams to capture student attention and help them visualize concepts. Know Your ESM presents quick review questions designed to help students consolidate their understanding of key chapter concepts. Make it easy for students to relate: Cases and Examples written with a Global Outlook The first edition global outlook is retained by having an even spread of familiar cases and examples from the world’s major regions: 40% from American, 30% from Asia and 30% from Europe. Help students see how various concepts fit into the big picture: Revised Framework An improved framework characterized by stronger chapter integration as well as tighter presentation and structure. Help instructors to prepare for lessons: Enhanced Instructor Supplements Instructor’s Manual: Contain additional individual and group class activities. It also contains chapter-by-chapter teaching suggestions. Powerpoint Slides: Slides will feature example-based teaching using many examples and step-by-step application cases to teach and illustrate chapter concepts. Test Bank: Updated Test Bank that is Test Gen compatible. Video Bank: Corporate videos and advertisements help link concept to application. Videos will also come with teaching notes and/or a list of questions for students to answer. Case Bank: Cases can be in PDF format available for download as an Instructor Resource.

Essentials of Services Marketing 2nd Table of contents:

Part I: Understanding Service Products, Consumers, and Markets

Chapter 1. Introduction to Services Marketing

Chapter 2. Consumer Behavior in a Services Context

Chapter 3. Positioning Services in Competitive Markets

Part II: Applying the 4 Ps of Marketing to Services

Chapter 4. Developing Service Products: Core and Supplementary Elements

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: Designing and Managing the Customer Interface

Chapter 8. Designing and Managing 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. Organizing for Service Leadership

Part VI: Cases

Case Study

Glossary

Credits

Name Index

Subject Index

Footnotes

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