Services Marketing: People, Technology, Strategy (9版)

Services Marketing: People, Technology, Strategy 作 / 譯 者 ： Jochen Wirtz,Christopher Lovelock I S B N - 13 ： 9781944659820 I S B N - 10 ： 194465982X 類 別： 服務行銷 版 次： 9 版 年 份： 2022 規 格： 665 頁 出 版 商： World Scientific Publishing Services Marketing: People, Technology, Strategy is the ninth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media, and case examples. This book takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. It features cases and examples from all over the world and is suitable for students who want to gain a wider managerial view. 目錄 PART I: UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS Ch 1 Creating Value in the Service Economy Ch 2 Understanding Service Consumers Ch 3 Positioning Services in Competitive Markets PART II: APPLYING THE 4 PS OF MARKETING TO SERVICES Ch 4 Developing Service Products and Brands Ch 5 Distributing Services Through Physical and Electronic Channels Ch 6 Service Pricing and Revenue Management Ch 7 Service Marketing Communications PART III: MANAGING THE CUSTOMER INTERFACE Ch 8 Designing Service Processes Ch 9 Balancing Demand and Capacity Ch10 Crafting the Service Environment Ch11 Managing People for Service Advantage PART IV: DEVELOPING CUSTOMER RELATIONSHIPS Ch12 Managing Relationships and Building Loyalty Ch13 Complaint Handling and Service Recovery PART V: STRIVING FOR SERVICE EXCELLENCE Ch14 Improving Service Quality and Productivity Ch15 Building a World-Class Service Organization PART VI: CASE STUDIES