Test Bank For Services Marketing 6th editon 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.”

Services Marketing 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

6 Understanding costs and developing pricing strategy 159

7 Balancing productive capacity and demand

8 Integrated services marketing communications

9 Managing people for service advantage 247

10 Crafting the service environment 278

Part 3 Challenges for senis management 305

11 Managing the customer service function

12 Customer satisfaction and service quality

13 Managing relationships and building loyalty 371

14 Handling customer complaints and managing service recovery

Part 4 Cases 

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