Essentials of services marketing / Jochen Wirtz, Patricia Chew, Christopher Lovelock.  (Text) (Text)

Wirtz, Jochen
Chew, Patricia | Lovelock, Christopher H
Call no.: HD9980.5 .L678 2012Publication: Singapore : Pearson Education South Asia Pte Ltd., 2012Edition: 2nd edDescription: 679 p. : col. illISBN: 9789810686185 (pbk.); 9810686188 (pbk.)Subject(s): Service industries -- MarketingLOC classification: HD9980.5 | .L678 2012
Contents:Part 1 Understanding service products, consumers, and markets. Chapter 1 Introduction to Services Marketing -- Chapter 2 Consumer Behavior in a Services Context -- Chapter 3 Positioning Services in Competitive Markets -- Part 2: Applying the 4Ps of marketing to services. Chapter 4 Developing Service Products: Core and Supplementary Elements -- 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 3: Designing and managing the customer interface. Chapter 8 Designing and Managing Service Processes -- Chapter 9 Balancing Demand and Capacity -- Chapter 10 Crafting the Service Environment -- Chapter 11 Managing People for Service Advantage -- Part 4 Developing customer relationships. Chapter 12 Managing Relationships and Building Loyalty -- Chapter 13 Complaint Handling and Service Recovery -- Part 5 Striving for service excellence. Chapter 14 Improving Service Quality and Productivity -- Chapter 15 Organizing for Service LeadershipPart 6 Case. Case 1 Sullivan Ford Auto World -- Case 2 Dr. Beckett's Dental Office -- Case 3 Bouleau & Huntley: Cross-Selling Professional Services -- Case 4 Banyan Tree: Branding the Intangible -- Case 5 Giordano: Positioning for International Expansion -- Case 6 Kiwi Experience -- Case 7 Distribution at American Airlines (A) -- Case 8 Managing Word-of-Mouth: Referral Incentive Program that Backfired -- Case 9 Accra Beach Hotel: Block Booking of Capacity -- Case 10 Revenue Management of Gondolas -- Case 11 Aussie Pooch Mobile -- Case 12 Shouldice Hospital Limited (Abridged) -- Case 13 Red Lobster -- Case 14 Singapore Airlines: Aligning Strategy and Organization -- Case 15 Customer Asset Management at DHL in Asia -- Case 16 Dr Mahalee Goes to London -- Case 17 Hilton HHonors Worldwide: Loyalty Wars -- Case 18 Royal Dining Membership Program Dilemma -- Case 19 Complaint Letter -- Case 20 The Broadstripe Service Guarantee -- Case 21 Starbucks: Delivering Customer Service.
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Part 1 Understanding service products, consumers, and markets. Chapter 1 Introduction to Services Marketing -- Chapter 2 Consumer Behavior in a Services Context -- Chapter 3 Positioning Services in Competitive Markets -- Part 2: Applying the 4Ps of marketing to services. Chapter 4 Developing Service Products: Core and Supplementary Elements -- 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 3: Designing and managing the customer interface. Chapter 8 Designing and Managing Service Processes -- Chapter 9 Balancing Demand and Capacity -- Chapter 10 Crafting the Service Environment -- Chapter 11 Managing People for Service Advantage -- Part 4 Developing customer relationships. Chapter 12 Managing Relationships and Building Loyalty -- Chapter 13 Complaint Handling and Service Recovery -- Part 5 Striving for service excellence. Chapter 14 Improving Service Quality and Productivity -- Chapter 15 Organizing for Service Leadership

Part 6 Case. Case 1 Sullivan Ford Auto World -- Case 2 Dr. Beckett's Dental Office -- Case 3 Bouleau & Huntley: Cross-Selling Professional Services -- Case 4 Banyan Tree: Branding the Intangible -- Case 5 Giordano: Positioning for International Expansion -- Case 6 Kiwi Experience -- Case 7 Distribution at American Airlines (A) -- Case 8 Managing Word-of-Mouth: Referral Incentive Program that Backfired -- Case 9 Accra Beach Hotel: Block Booking of Capacity -- Case 10 Revenue Management of Gondolas -- Case 11 Aussie Pooch Mobile -- Case 12 Shouldice Hospital Limited (Abridged) -- Case 13 Red Lobster -- Case 14 Singapore Airlines: Aligning Strategy and Organization -- Case 15 Customer Asset Management at DHL in Asia -- Case 16 Dr Mahalee Goes to London -- Case 17 Hilton HHonors Worldwide: Loyalty Wars -- Case 18 Royal Dining Membership Program Dilemma -- Case 19 Complaint Letter -- Case 20 The Broadstripe Service Guarantee -- Case 21 Starbucks: Delivering Customer Service.

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