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Services marketing : an Asia-Pacific and Australian perspective

Author: Christopher H Lovelock; Paul Patterson; Jochen Wirtz
Publisher: Frenchs Forest, N.S.W. : Pearson Australia, 2015. ©2015
Edition/Format:   Print book : English : 6th editionView all editions and formats
Summary:
This text is well known for its authoritative presentation and strong instructor support. The new 6th edition continues to deliver on this promise. Contemporary services marketing concepts and techniques are presented in an Australian and Asia-Pacific context. In this edition, the very latest ideas in the subject are brought to life with new and updated case studies covering the competitive world of services  Read more...
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Document Type: Book
All Authors / Contributors: Christopher H Lovelock; Paul Patterson; Jochen Wirtz
ISBN: 9781486002702 1486002706
OCLC Number: 901645111
Description: xix, 508 pages . : illustrations, maps ; 27 cm
Contents: Part 1: Understanding the nature of service products and markets. 1. Marketing in the service economy --
2. Customer behaviour, culture and service encounters --
3. Positioning services in competitive markets --
Part 2: Building the service model and creating customer value. 4. Developing service products: core and supplementary service elements --
5. Distributing services through physcial and electronic channels --
6. Understanding costs and developing pricing strategy --
7. Balancing productive capacity and demand --
8. Integrated services marketing communications --
9. Managing people for service advantage --
10. Crafting the service envrionment --
Part 3: Challenges for senior management. 11. Managing the customer service function --
12. Customer satisfaction and service quality --
13. Managing relationships and building loyalty --
14. Handling customer complaints and managing service recovery --
Part 4: Cases.
Responsibility: Christopher H. Lovelock, Paul Patterson, Jochen Wirtz.

Abstract:

This text is well known for its authoritative presentation and strong instructor support. The new 6th edition continues to deliver on this promise. Contemporary services marketing concepts and techniques are presented in an Australian and Asia-Pacific context. In this edition, the very latest ideas in the subject are brought to life with new and updated case studies covering the competitive world of services marketing. New design features and a greater focus on Learning Objectives in each chapter make this an even better guide to Services Marketing for students. The strategic marketing framework gives instructors maximum flexibility in teaching.

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