Essentials of services marketing
著者
書誌事項
Essentials of services marketing
Prentice Hall, 2009
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Essentials of Services Marketing, 1st edition, is the only introductory services marketing textbook presented in full color. Written by Lovelock, Wirtz and Chew, this text's presentation of visual learning aids, coupled with the reader-friendly use of language will impress upon students that this is one marketing text clearly written with them in mind.
目次
Dedications
About the Authors
About the Contributors of the Cases
Preface
Acknowledgements
Part 1: 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 2: Appling the 4P's to Services
Chapter 4: Developing Service Products: Core and Supplementary Elements
Chapter 5: Distributing Service Through Physical and Electronic Channels
Chapter 6: Setting Prices and Implementing Revenue Management
Chapter 7: Promoting Services and Educating Customers
Part 3: Managing the Customer Interface
Chapter 8: Designing and Managing Service Processes
Chapter 9: Balancing Demand Against Productive Capacity
Chapter 10: Crafting the Service Environment
Chapter 11: Managing People for Service Advantage
Part 4: Implementing Profitable Service Strategies
Chapter 12: Managing Relationships and Building Loyalty
Chapter 13: Complaint Handling and Service Recovery
Chapter 14: Improving Service Quality and Productivity
Chapter 15: Organizing for Change Management and Service Leadership
Part 5: Cases
Glossary
Credits
Name Index
Subject Index
「Nielsen BookData」 より
