Essentials of Services Marketing, 3e

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NPR 1,361.00


Essentials of Services Marketing, 3e

Offering a comprehensive view of a field that is evolving at an unprecedented pace, essentials of services marketing, third edition, is a concise, reader-friendly guide to marketing and managing services.

NPR 1,361.00 1361.0 NPR NPR 1,512.00

NPR 1,512.00


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  • Pages 712
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Essentials of Services Marketing, 3e

Offering a comprehensive view of a field that is evolving at an unprecedented pace, essentials of services marketing, third edition, is a concise, reader-friendly guide to marketing and managing services. Encompassing pioneering service concepts and the latest developments, academic research as well as managerial insights, this book combines a practical, real-world focus with rich visual pedagogy to present an engaging and exciting look at the world of the service economy.

 Features: 
  • the book uses a systematic learning approach. 
  • Each chapter has clear learning objectives, an organizing framework that provides a quick overview of the chapter’s contents and line of argument
  • Chapter summaries in bullet form that condense the core concepts and messages of each 
  • Chapter opening vignettes and boxed inserts within the chapters are designed to capture student interest and provide opportunities for in-class discussions. They describe significant research findings, illustrate practical applications of important service marketing concepts, and describe best practices by innovative service organizations. 
  • Contains the most relevant contexts of services marketing based on the Indian perspective in the form of relevant examples, theoretical questions, practical exercises, activities and references. 
  • A simple demonstration of concepts with appropriate figures/images for better understanding. The book also shares an overview of other global services marketing aspects along with examples in a lucid manner. 
Table of Contents: 
Part I: understanding service markets, products, and customers 

Chapter 1: Introduction to services marketing 

Chapter 2: consumer behavior in a services context 

Chapter 3: positioning services in competitive markets 

Part II: applying the 4 PS of marketing to services 

Chapter 4: developing service products and brands 

Chapter 5: distributing services through physical and electronic channels 

Chapter 6: setting prices and implementing revenue management 

Chapter 7: promoting services and educating customers 

Part III: managing the customer interface 

Chapter 8: designing service processes 

Chapter 9: balancing demand and capacity 

Chapter 10: crafting the service environment 

Chapter 11: Managing people for service advantage 

Part IV: developing customer relationships 389 

Chapter 12: Managing relationships and building loyalty 

Chapter 13: complaint handling and service recovery 

Part V: striving for service excellence 

Chapter 14: improving service quality and productivity b

Chapter 15: Building a world-class service organization 

Part VI: cases.
Book
Author Wirtz
Pages 712
Year 2019
ISBN 9789353435417
Publisher Pearson
Language English
Uncategorized
Edition 3/e
Weight 2.1 kg
Dimensions 20.3 x 25.4 x 4.7 cm
Binding Paperback