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Essentials of services marketing
Publicado 2022Tabla de Contenidos: “…PART I - UNDERSTANDING SERVICEPRODUCTS, CONSUMERS, AND MARKETSChapter 1: Introduction to Services MarketingChapter 2: Consumer Behavior in a Services ContextChapter 3: Positioning Services in Competitive MarketsPART II - APPLYING THE 4Ps OF MARKETING TO SERVICESChapter 4: Developing Service Products and BrandsChapter 5: Distributing Services through Physical and Electronic ChannelsChapter 6: Setting Prices and Implementing Revenue ManagementChapter 7: Promoting Services and Educating CustomersPART III - DESIGNING AND MANAGING THE CUSTOMER INTERFACEChapter 8: Designing Service ProcessesChapter 9: Balancing Demand and CapacityChapter 10: Crafting the Service EnvironmentChapter 11: Managing People for Service AdvantagePART IV - DEVELOPING CUSTOMER RELATIONSHIPSChapter 12: Managing Relationships and Building LoyaltyChapter 13: Complaint Handling and Service RecoveryPART V - STRIVING FOR SERVICE EXCELLENCEChapter 14: Improving Service Quality and ProductivityChapter 15: Building a World-Class Service OrganizationPART VI - CASE STUDIESCase 1 Sullivan Ford Auto WorldCase 2 Susan Munro, Service ConsumerCase 3 Dr. …”
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