Essentials of Services Marketing 3e - Wirtz, Jochen

Essentials of Services Marketing 3e

Jochen Wirtz

Yayınevi: Pearson Education

Yayın tarihi: 05/2017

ISBN: 9781292089959

Yazar : Christopher H. Lovelock Dr Patricia Chew

İngilizce | 720 Sayfa |

Tür: İşletme-Pazarlama

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Essentials of Services Marketing, 3e, is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting global outlook with visual learning aids and clear language. It has been designed so that instructors can make selective use of chapters and cases to teach courses of different lengths and formats in either services marketing or services management.

Table of Contents

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 and Brands 
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 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: Building a World-Class Service Organization

PART VI — CASE STUDIES

 

Case 1: Sullivan Ford Auto World

Case 2: Dr Beckett’s Dental Office

Case 3: Uber

Case 4: Banyan Tree

Case 5: Kiwi Experience

Case 6: Accra Beach Hotel

Case 7: Revenue Management of Gondolas

Case 8: Aussie Pooch Mobile

Case 9: Shouldice Hospital Limited

Case 10: Red Lobster

Case 11: Singapore Airlines

Case 12: Dr Mahalee Goes to London

Case 13: Royal Dining Membership Program Dilemma

Case 14: Customer Asset Management at DHL in Asia

Case 15: Starbucks: Delivering Customer Service

Case 16: Lux Resorts

Case 17: KidZania: Shaping a Strategic Service Vision for the Future

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