Services Marketing

Jochen Wirtz; Christopher Lovelock · ISBN 9781944659813
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Publisher World Scientific Publishing
Author(s) Jochen Wirtz; Christopher Lovelock
Published 10152021
Related course codes
Services Marketing: People, Technology, Strategy is the ninth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media, and case examples.This book takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. It features cases and examples from all over the world and is suitable for students who want to gain a wider managerial view.Supplementary Material Resources:Resources are available to instructors who adopt this textbook for their courses. These include: (1) Instructor's Manual, (2) Case Teaching Notes, (3) PowerPoint deck, and (4) Test Bank. Please contact Features:Contents:
  • About the Authors
  • Preface
  • Acknowledgments
  • Understanding Service Products, Markets, and Customers:
    • Creating Value in the Service Economy
    • Understanding Service Consumers
    • Positioning Services in Competitive Markets
  • Applying the 4 Ps of Marketing to Services:
    • Developing Service Products and Brands
    • Distributing Services Through Physical and Electronic Channels
    • Service Pricing and Revenue Management
    • Service Marketing Communications
  • Managing the Customer Interface:
    • Designing Service Processes
    • Balancing Demand and Capacity
    • Crafting the Service Environment
    • Managing People for Service Advantage
  • Developing Customer Relationships:
    • Managing Relationships and Building Loyalty
    • Complaint Handling and Service Recovery
  • Striving for Service Excellence:
    • Improving Service Quality and Productivity
    • Building a World-Class Service Organization
  • Case Studies:
  • Name Index
  • Subject Index

Readership: Primary market — University students taking the Services Marketing course, generally compulsory for Business and Marketing students, as well as MBA and EMBA students; Secondary market — marketing professionals and practitioners.

Services Marketing;Service Operations;Marketing;Consumer Behavior;Positioning Services;Service Process;Pricing;Revenue Management;Service Environment;Service Advantage;Customer Relationships;Customer Loyalty;Complaint Handling;Service Recovery;Service Excellence;Service Quality;Service Productivity;Service LeadershipReview of the 8th Edition:'It is a superbly researched and comprehensive work, witnessed by the extraordinary list of acknowledgements of contributions by global colleagues. It presents a well-developed managerial and global perspective, organization and inclusive content that makes it the exemplar among services marketing texts that should well serve both professional and advanced academic needs. It is the premier services marketing source for university marketing faculty, advanced undergraduate and graduate students, and marketing professionals.' - Professor Emeritus Merlin SimpsonPacific Lutheran University



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