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Essentials of Services Marketing, Global Edition - Jochen Wirtz

Essentials of Services Marketing, Global Edition

Paperback Published: 23rd February 2018
ISBN: 9781292089959
Number Of Pages: 720

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Essentials of Services Marketing, 3rd Edition is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting global outlook with visual learning aids and clear language. It has been designed so that instructors can make selective use of chapters and cases to teach courses of different lengths and formats in either services marketing or services management.

  • PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS
  • Chapter 1: Introduction to Services Marketing
  • 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 and Brands
  • 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 — DESIGNING AND MANAGING THE CUSTOMER INTERFACE
  • Chapter 8: Designing Service Processes
  • Chapter 9: Balancing Demand and Capacity
  • Chapter 10: Crafting the Service Environment
  • Chapter 11: Managing People for Service Advantage
  • PART IV — DEVELOPING CUSTOMER RELATIONSHIPS
  • Chapter 12: Managing Relationships and Building Loyalty
  • Chapter 13: Complaint Handling and Service Recovery
  • PART V — STRIVING FOR SERVICE EXCELLENCE
  • Chapter 14: Improving Service Quality and Productivity
  • Chapter 15: Building a World-Class Service Organization
  • PART VI — CASE STUDIES
  • Case 1: Sullivan Ford Auto World
  • Case 2: Dr Beckett’s Dental Office
  • Case 3: Uber
  • Case 4: Banyan Tree
  • Case 5: Kiwi Experience
  • Case 6: Accra Beach Hotel
  • Case 7: Revenue Management of Gondolas
  • Case 8: Aussie Pooch Mobile
  • Case 9: Shouldice Hospital Limited
  • Case 10: Red Lobster
  • Case 11: Singapore Airlines
  • Case 12: Dr Mahalee Goes to London
  • Case 13: Royal Dining Membership Program Dilemma
  • Case 14: Customer Asset Management at DHL in Asia
  • Case 15: Starbucks: Delivering Customer Service
  • Case 16: Lux Resorts
  • Case 17: KidZania: Shaping a Strategic Service Vision for the Future

ISBN: 9781292089959
ISBN-10: 1292089954
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 720
Published: 23rd February 2018
Publisher: Pearson Education Limited
Country of Publication: GB
Dimensions (cm): 27.94 x 21.59  x 2.54
Weight (kg): 1.54
Edition Number: 3

Earn 188 Qantas Points
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