Essentials of services marketing /
By: Wirtz, Jochen.
Contributor(s): Chew, Patricia | Lovelock, Christopher H.
Publisher: Singapore : Pearson Education South Asia Pte Ltd., 2012Edition: 2nd edition.Description: [xxxvi], 679 p. : ill. (coloured) ; 28 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9789810686185 (paperback); 9789810686185:; 9810686188 (paperback).Subject(s): Service industries -- Marketing![](/opac-tmpl/bootstrap/images/filefind.png)
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Sligo Yeats Library Main Lending Collection | 658.8 WIR (Browse shelf(Opens below)) | 1 | Lost Checked out | 15/08/2022 | 0092637 | |
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ATU Sligo Yeats Library Main Lending Collection | 658.8 WIR (Browse shelf(Opens below)) | 2 | Available | 0092643 |
Includes bibliographical references and indexes.
Dedication -- About the authors -- About the contributors of the cases -- Preface -- Acknowledgements -- Part I : understanding service products, consumers, and markets. Chapter 1 : introduction to services marketing. Chapter 2 : consumer behavior in a services context. Chapter 3 : positioning services in competitive markets -- Part II : applying the 4Ps of marketing to services. Chapter 4 : developing service products : core and supplementary elements. Chapter 5 : distributing services through physical and electronic Channels. Chapter 6 : setting prices and implementing revenue management. Chapter 7 : promoting services and educating customers -- Part III : designing and managing the customer interface. Chapter 8 : designing and managing service processes. Chapter 9 : balancing demand and capacity. Chapter 10 : crafting the service environment. Chapter 11 : managing people for service advantage -- Part IV : developing customer relationships. Chapter 12 : managing relationships and building loyalty. Chapter 13 : complaint handling and service recovery -- Part V : striving for service excellence. Chapter 14 : improving service quality and productivity. Chapter 15 : organizing for service leadership -- Part VI : cases -- Glossary -- Credits -- Name index -- Subject index.