Services marketing : people, technology, strategy /

Wirtz, Jochen, author.

Services marketing : people, technology, strategy / Jochen Wirtz, Christopher Lovelock. - Eight edition. - New Jersey : World Scientific Publishing Co. Inc., c2016. - xvii, 783 pages : illustrated : 28 cm

Includes bibliographical references and index.Part I

Part I : Understanding service products, consumers, and markets
1. Creating value in the service economy
2. Understanding service consumers
3. Positioning services competitive markets
Part II : Applying the 4 Ps of marketing to services
4. Developing service products and brands
5. Distributing services through physical and electronic channels
6. Service pricing and revenue management
7. Service marketing communications
Part III : Managing the customer interface
8. Designing service processes
9. Balancing demand and capacity
10. Crafting the service environment
11. Managing people for service advantage
Part IV : Developing customer relationships
12. Managing relationships and building loyalty
13. Complaint handling and service recovery
Part V : Striving for Service Excellence
14. Improving service quality and productivity
15. Building a world-class service organization
Part VI : Case Studies



In English text.

9781944659011 (paperback)


Professions--Marketing.
Service industries--Marketing.

HF 5415.13 / W57 2016