Essentials of services marketing
著者
書誌事項
Essentials of services marketing
Pearson Education South Asia, 2012
2nd ed
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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 delivers streamlined coverage of services marketing topics with an exciting global outlook.
With its visual learning aids and clear language, students read less to learn more.
For undergraduate services marketing courses.
目次
PART I - 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 II - APPLYING THE 4Ps OF MARKETING TO SERVICES
Chapter 4: Developing Service Products: Core and Supplementary Elements
Chapter 5: Distributing Services through Physical and Electronic Channels
Chapter 6: Setting Prices and Implementing Revenue Management
Chapter 7: Promoting Services and Educating Customers
PART III - DESIGNING AND MANAGING THE CUSTOMER INTERFACE
Chapter 8: Designing and Managing Service Processes
Chapter 9: Balancing Demand and Capacity
Chapter 10: Crafting the Service Environment
Chapter 11: Managing People for Service Advantage
PART IV - DEVELOPING CUSTOMER RELATIONSHIPS
Chapter 12: Managing Relationships and Building Loyalty
Chapter 13: Complaint Handling and Service Recovery
PART V - STRIVING FOR SERVICE EXCELLENCE
Chapter 14: Improving Service Quality and Productivity
Chapter 15: Organizing for Service Leadership
PART V - STRIVING FOR SERVICE EXCELLENCE
Chapter 14: Improving Service Quality and Productivity
Chapter 15: Organizing for Service Leadership
PART VI - CASE STUDIES
Case 1: Sullivan Ford Auto World
Case 2: Dr Beckett's Dental Office
Case 3: Bouleau & Huntley: Cross-Selling Professional Services
Case 4: Banyan Tree: Branding the Intangible
Case 5: Giordano: Positioning for International Expansion
Case 6: Kiwi Experience
Case 7: Distribution at American Airlines (A)
Case 8: Managing Word-of-Mouth: Referral Incentive Program that Backfired
Case 9: Accra Beach Hotel: Block Booking of Capacity
Case 10: Revenue Management of Gondolas
Case 11: Aussie Pooch Mobile
Case 12: Shouldice Hospital Limited (Abridged)
Case 13: Red Lobster
Case 14: Singapore Airlines: Aligning Strategy and Organization
Case 15: Customer Asset Management at DHL in Asia
Case 16: Dr Mahalee Goes to London
Case 17: Hilton HHonors Worldwide: Loyalty Wars
Case 18: Royal Dining Membership Program Dilemma
Case 19: Complaint Letter
Case 20: The Broadstripe Service Guarantee
Case 21: Starbucks: Delivering Customer Service
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