Services Marketing: People, Technology, Strategy

By Jochen Wirtz and Christopher Lovelock

Book Overview

Services Marketing guides readers into the consumer and competitive environments of services marketing through its strategic marketing framework. KEY TOPICS: New Perspectives on Marketing in the Service Economy; Consumer Behavior in a Services Context; Positioning Services in Competitive Markets; Developing Service Products: Core and Supplementary Elements; Distributing Services through Physical and Electronic Channels; Setting Prices and Implementing Revenue Management; Promoting Services and Educating Customers; Designing and Managing Service Processes; Balancing Demand and Productive Capacity; Crafting the Service Environment; Managing People for Service Advantage; Managing Relationships and Building Loyalty; Complaint Handling and Service Recovery; Improving Service Quality and Productivity; Striving for Service Leadership MARKET: For professionals with a career in marketing, service-oriented industries, corporate communication, advertising, and/or public relations.

• Format: Hardcover
• Language: English
• ISBN: 0134123905
• ISBN13: 9780134123905
• Release Date: December 2014
• Publisher: Pearson
• Length: 648 Pages
• Weight: 3.70 lbs.
• Dimensions: 1.1" x 8.5" x 10.9"