Services marketing : a European perspective
著者
書誌事項
Services marketing : a European perspective
Prentice Hall Europe, c1999
3rd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This book is a European version of Christopher Lovelock's highly successful original. The text, readings and cases have been rewritten and/or replaced and/or adapted to make them more appropriate for the European market. Lovelock, who is British, has been instrumental in the adaptation.
Instructor's Manual (0-13-020763-2).
目次
Preface
About the Authors
PART I: UNDERSTANDING SERVICES
1 Distinctive Aspects of Service Management
2 Customer Involvement in Different Service Processes
3 Managing Service Encounters
4 Positioning a Service in the Marketplace
PART II:UNDERSTANDING CUSTOMERS AND MANAGING RELATIONSHIPS
5 Customer Behaviour in Service Settings
6 Managing Relationships and Building Customer Loyalty
7 Complaint Handling and Service Recovery
PART III: STRATEGIC ISSUES IN SERVICES MARKETING
8 Creating Services and Adding Value
9 Designing Service Delivery Systems
10 Pricing Services: Understanding Customer Costs and Corporate Costs
11 Communicating to Customers: Education and Promotion
PART IV:CHALLENGES FOR SENIOR MANAGEMENT
12 Productivity and Quality: Two Sides of the Same Coin
13 Managing Demand
14 Managing Customer-Contact Personnel
15 Developing Integrated Service Strategies for International Operations
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