Services marketing: people, technology and strategy
- 8th
- New Delhi Pearson India Education Services Pvt. Ltd. 2018
- xxii, 817 p.
Table of Content Part I: Understanding Service Products, Consumers, And Markets 1. Creating Value in the Service Economy 2. Understanding Service Consumers 3. Positioning Services in Competitive Markets Part II: Applying the 4 Ps of Marketing to Services 4. Developing Service Products and Brands 5. Distributing Services Through Physical and Electronic Channels 6. Service Pricing and Revenue Management 7. Service Marketing Communications Part III: Managing the Customer Interface 8. Designing Service Processes 9. Balancing 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: Case Studies
Services Marketing: People, Technology, Strategy, 8e, is a globally renowned textbook for services
marketing. This book takes a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Incorporating the latest academic research, industry trends and technology, social media and case examples, the present edition is suitable for students who want to gain a wider managerial view of the subject.