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Essentials of Services Marketing

作者：Christopher H. Lovelock, Jochen Wirtz, Patricia Chew
原價：NT$ 1,000

ISBN：9789810679958
版次：1
年份：2008
出版商：Pearson Education

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內容介紹目錄作者介紹

Features
Well-Designed Layout

Full color graphics and lively illustrations engage students and bring fun to learning

Integrated Model of Services Marketing allows students to progressively follow topics

Learning Objectives keep students on track while studying

Simple language and shorter sentences make grasping key points and recalling concepts easier, regardless of the language ability of students

Local and International Brands

Opening vignettes feature real companies to show students real-world relevance

Wide selection of familiar brands and companies offer insight into services marketing around the world

40% of cases in American context

30% of cases in Asian context

30% of cases in European context

Table of Contents
Part 1: 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 2: Appling the 4P's to Services
Chapter 4: Developing Service Products: Core and Supplementary Elements
Chapter 5: Distributing Service Through Physical and Electronic Channels
Chapter 6: Setting Prices and Implementing Revenue Management
Chapter 7: Promoting Services and Educating Customers

Part 3: Managing the Customer Interface
Chapter 8: Designing and Managing Service Processes
Chapter 9: Balancing Demand Against Productive Capacity
Chapter 10: Crafting the Service Environment
Chapter 11: Managing People for Service Advantage

Part 4: Implementing Profitable Service Strategies
Chapter 12: Managing Relationships and Building Loyalty
Chapter 13: ComplaiHandling and Service Recovery
Chapter 14: Improving Service Quality and Productivity
Chapter 15: Organizing for Change Managemeand Service Leadership

Part 5: Cases Glossary Credits Name Index Subject Index

Christopher H. Lovelock, Lovelock Associates
Jochen Wirtz, National University of Singapore
Patricia Chew, SIM University in Singapore.

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