000			02161nam a22002417a 4500
005			20240528114530.0
008			200915b ||||| |||| 00| 0 eng d
020			_a9789353435417
082			_a658.8 _bWIR
100			_aWirtz, Jochen
245			_aEssentials of services marketing
250			_a3rd
260			_bPearson India Education Services Pvt. Ltd. _aNew Delhi _c2018
300			_a674 p.
365			_aINR _b799.00
504			_aTable of Content Part I: Understanding Service Markets, Products, and Customers 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 4 Ps of Marketing to Services Chapter 4 Developing Service Products and Brands 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: Managing the Customer Interface Chapter 8 Designing 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 389 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 Building a World-Class Service Organization Part VI: Cases
520			_aOffering a comprehensive view of a field that is evolving at an unprecedented pace, Essentials of Services Marketing, Third Edition, is a concise, reader-friendly guide to marketing and managing services. Encompassing pioneering service concepts and the latest developments, academic research as well as managerial insights, this book combines a practical, real-world focus with rich visual pedagogy to present an engaging and exciting look at the world of the service economy.
650			_aService industries--Marketing _9331
650			_aMarketing
700			_aLovelock, Christopher _91104
700			_aChatterjee, Jayanta _91105
942			_2ddc _cBK
999			_c689 _d689