Test Bank for Services Marketing People Technology Strategy 7th edition by Christopher Lovelock,Jochen Wirtz 0136107214 9780136107217

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Product details: 

ISBN 10: 0136107214

ISBN 13:978-0136107217 

Author: Christopher Lovelock,Jochen Wirtz 

The fundamentals of services marketing presented in a strategic marketing framework.

Organized around a strategic marketing framework Services Marketing guides readers into the consumer and competitive environments in services marketing.

The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.

Services Marketing People Technology Strategy 7th Table of contents: 

PART I Understanding Service Products, Consumers, and Markets 
Chapter 1 New Perspectives on Marketing in the Service Economy 
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 Managing the Customer Interface 
Chapter 8 Designing and Managing Service Processes 
Chapter 9 Balancing Demand and Productive Capacity 
Chapter 10 Crafting the Service Environment 
Chapter 11 Managing People for Service Advantage 

PART IV Implementing Profitable Service Strategies 
Chapter 12 Managing Relationships and Building Loyalty 
Chapter 13 Complaint Handling and Service Recovery 
Chapter 14 Improving Service Quality and Productivity 
Chapter 15 Striving for Service Leadership 

 

 

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