Services Marketing

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• Product ID: S52696676

Services Marketing

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• Product ID: S52696676
• ISBN: 9780136118749

Package Size

22cm x 4.5cm x 27cm

Gross Weight

1.2kg

Author

Christopher Lovelock

Jochen Wirtz

Publishing Date

Mar 2010

Binding

Paperback

Pages

648 Pages

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Add to Cart Services Marketing - Global Edition 7th Edition

	For undergraduate courses in Service Marketing This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely.. Buy 1 at wholesale price, make ~ 150% profit by reselling at market price ?up to R1600.

Product Features

• <strong>Part I explains the nature of services,</strong> how to understand services, how consumer behavior relates to services, and how to position services. This part lays the foundation for studying services and learning how to become an effective service marketer.
• <strong>Part II covers the development of the service concept</strong> and its value proposition, and revisits the traditional marketing mix—Product, Place, Price, and Promotion—expanding each of the 4 P’s to apply to specific services characteristics.
• <strong>Part III focuses on managing the interface between customers and the service organization.</strong> It covers the additional 3 P's (Process, Physical Environment, and People) that are specific to services marketing.
• <strong>Part IV addresses four key issues in implementing and managing effective services marketing</strong>. These four issues include building customer loyalty, complaint handling and service recovery, improving service quality and productivity, and striving for service leadership.
• <strong>Best Practice in Action</strong>—demonstrations the application of best practices.
• <strong>Research Insights</strong>—summaries of relevant and often provocative academic research.
• <strong>Service Perspectives</strong>—in-depth examples that illustrate key concepts.

Description

Table of Contents

• PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS
• Chapter 1: New Perspectives on Marketing in the Service Economy
• 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..
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Media Resource

Total 1 Services Marketing media files include videos, audios, programs or documents available for download.

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