Services marketing: people, technology and strategy

By:

Wirtz, Jochen

Contributor(s):

Material type: Text

TextPublication details: Pearson India Education Services Pvt. Ltd. New Delhi 2018Edition: 8thDescription: xxii, 817 pISBN:

9789332587687

Subject(s):

DDC classification:

658.8 WIR

Summary: Services Marketing: People, Technology, Strategy, 8e, is a globally renowned textbook for services marketing. This book takes a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Incorporating the latest academic research, industry trends and technology, social media and case examples, the present edition is suitable for students who want to gain a wider managerial view of the subject.

List(s) this item appears in: Marketing

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 WIR (Browse shelf(Opens below))	1	Available	000611
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 WIR (Browse shelf(Opens below))	2	Available	000098
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 WIR (Browse shelf(Opens below))	3	Available	000099
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 WIR (Browse shelf(Opens below))	4	Available	000100
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 WIR (Browse shelf(Opens below))	5	Available	000101
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 WIR (Browse shelf(Opens below))	6	Available	000102
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 WIR (Browse shelf(Opens below))	7	Available	000103

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Table of Content
Part I: Understanding Service Products, Consumers, And Markets
1. Creating Value in the Service Economy
2. Understanding Service Consumers
3. Positioning Services in Competitive Markets
Part II: Applying the 4 Ps of Marketing to Services
4. Developing Service Products and Brands
5. Distributing Services Through Physical and Electronic Channels
6. Service Pricing and Revenue Management
7. Service Marketing Communications
Part III: Managing the Customer Interface
8. Designing Service Processes
9. Balancing Demand and Capacity
10. Crafting the Service Environment
11. Managing People for Service Advantage
Part IV: Developing Customer Relationships
12. Managing Relationships and Building Loyalty
13. Complaint Handling and Service Recovery
Part V: Striving for Service Excellence
14. Improving Service Quality and Productivity
15. Building a World-Class Service Organization
Part VI: Case Studies

Services Marketing: People, Technology, Strategy, 8e, is a globally renowned textbook for services

marketing. This book takes a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Incorporating the latest academic research, industry trends and technology, social media and case examples, the present edition is suitable for students who want to gain a wider managerial view of the subject.

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