Title:
Winning in Service Markets : Success through People, Technology and Strategy
Personal Author:
Physical Description:
xvii, 684 pages : illustrations ; 23 cm.
ISBN:
9781944659042
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 33000000002384 | HD9980.5 W546 2017 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
Winning in Service Markets: Success through People, Technology, and Strategy is the first practitioner book in the market to cover the key aspects of services marketing and management based on sound academic evidence and knowledge. Derived from the globally leading textbook for Services Marketing by the same author, this book offers a comprehensive overview of extant knowledge on the topic. Accessible and practical, Winning in Service Markets bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.
Table of Contents
| Preface | p. x |
| Introduction | p. xiii |
| Part I Understanding Service Products, Consumers and Markets | p. 1 |
| 1 Creating and Capturing Value in the Service Economy | p. 2 |
| 2 Consumer Behavior in a Services Context | p. 33 |
| 3 Positioning Services in Competitive Markets | p. 67 |
| Part II Applying the 4 Ps of Marketing to Services | p. 101 |
| 4 Developing Service Products and Brands | p. 102 |
| 5 Distributing Services | p. 135 |
| 6 Pricing Services and Revenue Management | p. 163 |
| 7 Service Marketing Communications | p. 210 |
| Part III Managing the Customer Interface | p. 267 |
| 8 Designing Service Processes | p. 268 |
| 9 Balancing Demand and Capacity | p. 308 |
| 10 Crafting The Service Environment | p. 344 |
| 11 Managing People for Service Advantage | p. 378 |
| Part IV Developing Customer Relationships | p. 439 |
| 12 Managing Relationships and Building Loyalty | p. 440 |
| 13 Complaint Handling and Service Recovery | p. 489 |
| Part V Striving for Service Excellence | p. 535 |
| 14 Improving Service Quality and Productivity | p. 536 |
| 15 Building a World-Class Service Organization | p. 591 |
| Endnotes | p. 608 |
| Index | p. 662 |
| About the author | p. 681 |
| Acknowledgements | p. 683 |
