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  • 定價:1,360 元
Services Marketing: People, Technology, Strategy
作  /  譯    者 : Jochen Wirtz,Christopher Lovelock
I S B N -  13 : 9781944659011
I S B N -  10 : 1944659013
類             別: 服務行銷
版             次: 8 版
年             份: 2016
規             格: 783 頁
出     版     商: World Scientific Publishing
教師教學配件: 教師資源光碟(PowerPoint/題庫)(教師專用)
     

Services Marketing: People, Technology, Strategy is the eighth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples.

This textbook takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Featuring cases and examples from all over the world, Services Marketing: People, Technology, Strategy is suitable for students who want to gain a wider managerial view of Services Marketing.

PART I: UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS
Ch 1 Creating Value in the Service Economy
Ch 2 Understanding Service Consumers
Ch 3 Positioning Services in Competitive Markets

PART II: APPLYING THE 4 PS OF MARKETING TO SERVICES
Ch 4 Developing Service Products and Brands
Ch 5 Distributing Services Through Physical and Electronic Channels
Ch 6 Service Pricing and Revenue Management
Ch 7 Service Marketing Communications

PART III: MANAGING THE CUSTOMER INTERFACE
Ch 8 Designing Service Processes
Ch 9 Balancing Demand and Capacity
Ch10 Crafting the Service Environment
Ch11 Managing People for Service Advantage

PART IV: DEVELOPING CUSTOMER RELATIONSHIPS
Ch12 Managing Relationships and Building Loyalty
Ch13 Complaint Handling and Service Recovery

PART V: STRIVING FOR SERVICE EXCELLENCE
Ch14 Improving Service Quality and Productivity
Ch15 Building a World-Class Service Organization

PART VI: CASE STUDIES

作者:Jochen Wirtz
現職:National University of Singapore

作者:Christopher Lovelock

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