Services Marketing: People, Technology, Strategy (8Ed) | 誠品線上

Services Marketing: People, Technology, Strategy (8Ed)

內容簡介

內容簡介 Services Marketing: People, Technology, Strategy is the eighth 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 textbook takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Featuring cases and examples from all over the world, Services Marketing: People, Technology, Strategy is suitable for students who want to gain a wider managerial view of Services Marketing.

作者介紹

作者介紹 ■作者簡介Jochen Wirtz現職：National University of SingaporeChristopher Lovelock

產品目錄

產品目錄 PART I: UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETSCh 1 Creating Value in the Service EconomyCh 2 Understanding Service ConsumersCh 3 Positioning Services in Competitive MarketsPART II: APPLYING THE 4 PS OF MARKETING TO SERVICESCh 4 Developing Service Products and BrandsCh 5 Distributing Services Through Physical and Electronic ChannelsCh 6 Service Pricing and Revenue ManagementCh 7 Service Marketing CommunicationsPART III: MANAGING THE CUSTOMER INTERFACECh 8 Designing Service ProcessesCh 9 Balancing Demand and CapacityCh10 Crafting the Service EnvironmentCh11 Managing People for Service AdvantagePART IV: DEVELOPING CUSTOMER RELATIONSHIPSCh12 Managing Relationships and Building LoyaltyCh13 Complaint Handling and Service RecoveryPART V: STRIVING FOR SERVICE EXCELLENCECh14 Improving Service Quality and ProductivityCh15 Building a World-Class Service OrganizationPART VI: CASE STUDIES

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