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Services Marketing : People Technology Strategy

Services Marketing : People Technology Strategy

Author(s):
  • Jochen Wirtz
  • Christopher Lovelock
  • Jayanta Chatterjee
  • Author: Jochen Wirtz
    • ISBN:9789332587687
    • 10 Digit ISBN:933258768X
    • Price:Rs. 799.00
    • Pages:840
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


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    Services Marketing: People, Technology, Strategy, 8e, is a globally renowned textbook for services

    marketing. This book takes a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Incorporating the latest academic research, industry trends and technology, social media and case examples, the present edition is suitable for students who want to gain a wider managerial view of the subject.

     

    Table of Content

    Part I: Understanding Service Products, Consumers, And Markets
    1. Creating Value in the Service Economy
    2. Understanding Service Consumers
    3. Positioning Services in Competitive Markets
    Part II: Applying the 4 Ps of Marketing to Services
    4. Developing Service Products and Brands
    5. Distributing Services Through Physical and Electronic Channels
    6. Service Pricing and Revenue Management
    7. Service Marketing Communications
    Part III: Managing the Customer Interface
    8. Designing Service Processes
    9. Balancing Demand and Capacity
    10. Crafting the Service Environment
    11. Managing People for Service Advantage
    Part IV: Developing Customer Relationships
    12. Managing Relationships and Building Loyalty
    13. Complaint Handling and Service Recovery
    Part V: Striving for Service Excellence
    14. Improving Service Quality and Productivity
    15. Building a World-Class Service Organization
    Part VI: Case Studies
     

    Salient Features

    a) The nature of the modern service economy, B2B services, outsourcing and offshoring are covered in
    Chapter 1. The Service-Profit Chain, featured in Chapter 15 in the previous editions, has been moved
    here to serve as a guiding framework for the book.
    b) Chapter 7 is now tightly organized around the 5 Ws model, a new section on the services marketing
    communications funnel has been added, and the coverage of new media (including social media, mobile
    apps, and QR codes) is significantly expanded.
    c) Chapter 8 has a new section on emotionprints, and covers service blueprinting in more detail.
    d) Chapter 11 has new sections on a service-oriented culture, how to build a climate for service, effective
    leadership in service organization, and leadership styles.
    e) This book presents a global perspective, with examples carefully selected from America, Europe, and
    Asia; for example, insurers eyeing an untapped Indian customer base after demonetization, Instagram
    adding 100m users in four months, Ola criticizing Uber over 'predatory pricing' in India, mobile upstarts
    (like Reliance Jio) innovating faster than oligopolies, reasons for the growth of flower subscription
    services, etc.