Overview

The fundamentals of services marketing presented in a strategic marketing framework. Organized around a strategic marketing framework Services Marketing guides readers into the consumer and competitive environments in services marketing. The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.

Full Product Details

Author:   Christopher Lovelock ,  Jochen Wirtz
Publisher:   Pearson Education (US)
Imprint:   Prentice Hall
Edition:   7th edition
Dimensions:   Width: 22.10cm , Height: 2.80cm , Length: 27.70cm
Weight:   1.592kg
ISBN:  

9780134123905

ISBN 10:   0134123905
Pages:   648
Publication Date:   12 December 2014
Audience:   College/higher education ,  Tertiary & Higher Education
Replaced By:   9780273756064
Format:   Hardback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

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

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