Essentials of services marketing
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Singapore :
Pearson Education South Asia
c2013
|
| Edition: | Second edition |
| Subjects: |
Table of Contents:
- 1. Introducing to service marketing
- 2. Consumer behavior in aservices 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 capacity
- 10. Crafting the service environment
- 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. Organizing for service leadership