Solution Manual and Test Bank for Services Marketing an Asia Pacific and Australian perspective 6th Edition by Christopher Lovelock, Paul Patterson ISBN 1486004768 9781486004768

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ISBN 10: 1486004768 
ISBN 13: 9781486004768
Author: Christopher Lovelock, Paul Patterson

“Services Marketing is well known for its authoritative presentation and strong instructor support. The new 6th edition continues to deliver on this promise. Contemporary Services Marketing concepts and techniques are presented in an Australian and Asia-Pacific context. In this edition, the very latest ideas in the subject are brought to life with new and updated case studies covering the competitive world of services marketing. New design features and a greater focus on Learning Objectives in each chapter make this an even better guide to Services Marketing for students. The strategic marketing framework gives instructors maximum flexibility in teaching. Suits undergraduate and graduate-level courses in Services Marketing.”

Solution Manual and Test Bank for Services Marketing an Asia Pacific and Australian perspective 6th Table of contents:

Part 1 Understanding the nature of service products and markets 1
1 Marketing in the service economy 2
2 Customer behaviour, culture and service encounters 32
3 Positioning services in competitive markets 67
Part 2 Building the service model and creating customer value 95
4 Developing service products: core and supplementary service elements 96
5 Distributing services through physical and electronic channels 127 6 Understanding costs and developing pricing strategy 159
7 Balancing productive capacity and demand 191
8 Integrated services marketing communications 218
9 Managing people for service advantage 247
10 Crafting the service environment 278
Part 3 Challenges for senior management 305 11 Managing the customer service function 30612 Customer satisfaction and service quality 329
13 Managing relationships and building loyalty 371
14 Handling customer complaints and managing service recovery 404

Part 4 Cases 435
Index 498

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