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Services marketing : people, technology, strategy

Author: Christopher H Lovelock; Jochen Wirtz
Publisher: Boston : Prentice Hall, ©2011.
Edition/Format:   Print book : English : 7th edView all editions and formats
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Document Type: Book
All Authors / Contributors: Christopher H Lovelock; Jochen Wirtz
ISBN: 9780136107217 0136107214
OCLC Number: 441947355
Description: xxii, 626 pages : illustrations, map ; 29 cm
Contents: New perspectives on marketing in the service economy --
Consumer behavior in a services context --
Positioning services in competitive markets --
Developing service products: core and supplementary elements --
Distributing services through physical and electronic channels --
Setting prices and implementing revenue management --
Promoting services and educating customers --
Designing and managing service processes --
Balancing demand and productive capacity --
Crafting the service environment --
Managing people for service advantage --
Managing relationships and building loyalty --
Complaint handling and service recovery --
Improving service quality and productivity --
Striving for service leadership.
Responsibility: Christopher Lovelock, Jochen Wirtz.

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