Services Marketing – People, Technology, Strategy – Seventh Edition, Global Edition
Häftad bok. Boston : Prentice Hall. 7 uppl. 2011.
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Innehållsförteckning
PART I UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS
Chapter 1: New Perspectives on Marketing in the Service Economy
Chapter 2: Consumer Behavior in a Services Context
Chapter 3: Positioning Services in Competitive Markets
PART II APPLYING THE 4Ps OF MARKETING TO SERVICES
Chapter 4: Developing Service Products: Core and Supplementary Elements
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 and Managing Service Processes
Chapter 9: Balancing Demand and Productive Capacity
Chapter 10: Crafting the Service Environment
Chapter 11: Managing People for Service Advantage
PART IV IMPLEMENTING PROFITABLE SERVICE STRATEGIES
Chapter 12: Managing Relationships and Building Loyalty
Chapter 13: Complaint Handling and Service Recovery
Chapter 14: Improving Service Quality and Productivity
Chapter 15: Striving for Service Leadership
Förlagsfakta
- ISBN
- 9780136118749
- Titel
- Services marketing : people, technology, strategy
- Författare
- Lovelock, Christopher H. - Wirtz, Jochen
- Förlag
- Boston : Prentice Hall
- Språk
- English