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 |