Services Marketing: People, Technology, Strategy (Eighth Edition)World Scientific Publishing Company, 29 de mar. de 2016 - 800 páginas 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. |
Conteúdo
| 2 | |
APPLYING THE 4 PS OF MARKETING TO SERVICES | 120 |
MANAGING THE CUSTOMER INTERFACE | 288 |
DEVELOPING CUSTOMER RELATIONSHIPS | 454 |
STRIVING FOR SERVICE EXCELLENCE | 544 |
CASE STUDIES | 608 |
Glossary | 764 |
| 772 | |
| 776 | |
Outras edições - Ver todos
Services Marketing: People, Technology, Strategy Jochen Wirtz,Christopher H. Lovelock Prévia não disponível - 2016 |
Services Marketing: People, Technology, Strategy Jochen Wirtz,Christopher H. Lovelock Prévia não disponível - 2016 |
Termos e frases comuns
accessed activities advertising airline approach associated attributes bank become behavior benefits brand build capacity channels Chapter communications competitive complaint consumer core costs create customers deliver demand develop discussed effective elements employees environment example Exhibit expectations experience facilities failure Figure firm frontline guests hospital identify important improve increase industry integrated International involved Journal of Service learning loyalty measures offer operations organization patients performance physical points positioning problems profitability promotions purchase recovery reduce relationship Research response restaurant result retail Review role satisfaction segments serve service delivery service firms service quality Services Marketing shows Source specific staff standards strategy success types understand waiting