Winning in service markets
Subtitle: success through people, technology and strategy
By: Jochen Wirtz
Publisher: World Scientific Publishing Co Pte Ltd
Published: 2017
Language: eng
Number of pages: 684
ISBN-13: 9781944659042; 9781944659059
Subjects: Marketing; Service industries; Branding (Marketing); Customer relations
Notes: Includes bibliographical references and index.
Table of contents: title: Preface; title: Introduction; title: Understanding service products, consumers, and markets; title: Creating and capturing value in the service economy; title: Consumer behavior in a services context; title: Positioning services in competitive markets; title: Applying the 4 Ps of marketing to services; title: Developing service products and brands; title: Distributing services; title: Pricing services and revenue management; title: Service marketing communications; title: Managing the customer interface; title: Designing service processes; title: Balancing demand and capacity; title: Crafting the service environment; title: Managing people for service advantage; title: Developing customer relationships; title: Managing relationship and building loyalty; title: Complaint handling and service recovery; title: Striving for service excellence; title: Improving service quality and productivity; title: Building a world-class service organization; title: Endnotes; title: Index.