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Date Submitted: 10/08/2010 01:31 PM
SERVICES MARKETING
People, Technology, Strategy
SEVENTH EDITION
Christopher Lovelock Jochen Wirtz
BRIEF CONTENTS
Contents Preface xiii xvii
PART I Understanding Service Products, Consumers, and Markets 2 Chapter 1 New Perspectives on Marketing in the
Service Economy 4
Chapter 2 Consumer Behavior in a Services
Context 35
Chapter 3 Positioning Services in Competitive
Markets 59
PART II Applying The 4 Ps Of Marketing to Services 80 Chapter 4 Developing Service Products: Core and
Supplementary Elements 82
Chapter 5 Distributing Services Through Physical and
Electronic Channels Management 135
109
Chapter 6 Setting Prices and Implementing Revenue Chapter 7 Promoting Services and Educating
Customers 163
PART III Managing the Customer Interface Chapter 8 Designing and Managing Service
Processes 196
194
Chapter 9 Balancing Demand and Productive
Capacity 227
Chapter 10 Crafting the Service Environment 253 Chapter 11 Managing People for Service
Advantage 278
xi
xii
Brief Contents
PART IV Implementing Profitable Service Strategies 312 Chapter 12 Managing Relationships and Building
Loyalty
314
Chapter 13 Complaint Handling and Service
Recovery 349
Chapter 14 Improving Service Quality and
Productivity 379
Chapter 15 Striving for Service Leadership 416 CASES 440
Glossary Credits 596 603 604 612
Name Index Subject Index
CONTENTS
Preface xvii
Part I
Understanding Service Products, Consumers, and Markets 2
Economy 4
Chapter 1 New Perspectives on Marketing in the Service
Why Study Services? 5 What Are the Principal Industries of the Service Sector? 8 Powerful Forces Are Transforming Service Markets 10 What Are Services? 10 Four Broad Categories of Services—A Process Perspective 18 Services Pose Distinct Marketing Challenges 21 The Traditional Marketing Mix Applied to Services 22 The Extended Services Marketing Mix for Managing the Customer Interface 25 Marketing Must Be Integrated with...