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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 -- MarketingDDC classification: 658.8
Contents:
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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.8 WIR (Browse shelf(Opens below)) 1 Lost Checked out 15/08/2022 0092637
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.8 WIR (Browse shelf(Opens below)) 2 Available 0092643
Total holds: 0

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.

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