Jochen Wirtz – Essentials of Services Marketing 4e
English | eBook | Size: 207.40 MB
Jochen Wirtz – Essentials of Services Marketing, 4th edition
As economies across the world continue to transition toward services, skills in marketing and managing services have never been more important. The fourth edition of Essentials of Services Marketing captures the reality of today’s world, incorporates recent academic and managerial thinking, and illustrates cutting-edge service concepts. Designed to provide a crisp introduction to key topics in the field, this book places marketing issues within a broader general management context and shows the relationships between the marketing, operations, IT, and human resources functions in service firms.
For undergraduate courses in services marketing.
Contents:
Preface
Acknowledgments
Part I – Understanding Service Markets, Products, and Customers
1 Introduction to Services Marketing
2 Understanding Service Consumers
3 Positioning Services in Competitive Markets
Part II – Applying the 4 s of Marketing to Services
4 Developing Service Products and Brands
5 Distributing Services through Physical and Electronic Channels
6 Setting Prices and Implementing Revenue Management
7 Promoting Services and Educating Customers
Part III – Managing the Customer Interface
8 Designing Service Processes
9 Balanccing 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 – Cases
Name Index
Subject Index
Format: PDF
Length: 680 pages
Published: 2022 by Pearson
ISBN: 1292425199
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