TY  - BOOK
AU  - Wirtz, Jochen, author.
AU  - Lovelock, Christopher, author.
TI  - Services marketing: people, technology, strategy 
SN  - 9781944659011 (paperback)
AV  - HF 5415.13  W57 2016
PY  - 2016///
CY  - New Jersey
PB  - World Scientific Publishing Co. Inc.
KW  - Professions
KW  - Marketing
KW  - Service industries
N1  - 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

ER  -