Services marketing : people, technology , strategy :
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston :
Prentice Hall ,
c2011
|
| Edition: | 7th ed |
| Subjects: |
Table of Contents:
- 1. New perspectives on marketing in the service economy
- 2. Consumer behavior in a services context
- 3. Positioning services in competitive markets
- 4. Developing service products: core and supplementary elements
- 5. Distributing services through physical and electronic channels
- 6. Setting prices and implementing revenue management
- 7. Promoting services and educating customers
- 8. Designing and managing service processes
- 9. Balancing demand and productive capacity
- 10. Crafting the service advantage
- 11. Managing people for service advantage
- 12. Managing relationships and building loyalty
- 13. Complaint handling and service recovery
- 14. Improving service quality and productivity
- 15. Striving for service leadership