TY  - BOOK
AU  - Wirtz, Jochen
AU  - Lovelock, Christopher
AU  - Chatterjee, Jayanta
TI  - Services marketing: people, technology and strategy
SN  - 9789332587687
U1  - 658.8 
PY  - 2018///
CY  - New Delhi
PB  - Pearson India Education Services Pvt. Ltd.
KW  - Service industries--Marketing
KW  - Customer services
N1  - Table of Content Part I: Understanding Service Products, Consumers, And Markets 1. Creating Value in the Service Economy  2. Understanding Service Consumers  3. Positioning Services in Competitive Markets  Part II: Applying the 4 Ps of Marketing to Services 4. Developing Service Products and Brands  5. Distributing Services Through Physical and Electronic Channels  6. Service Pricing and Revenue Management  7. Service Marketing Communications Part III: Managing the Customer Interface  8. Designing Service Processes  9. Balancing Demand and Capacity  10. Crafting the Service Environment  11. Managing People for Service Advantage Part IV: Developing Customer Relationships  12. Managing Relationships and Building Loyalty  13. Complaint Handling and Service Recovery  Part V: Striving for Service Excellence  14. Improving Service Quality and Productivity  15. Building a World-Class Service Organization Part VI: Case Studies
N2  - Services Marketing: People, Technology, Strategy, 8e, is a globally renowned textbook for services  marketing. This book takes a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Incorporating the latest academic research, industry trends and technology, social media and case examples, the present edition is suitable for students who want to gain a wider managerial view of the subject
ER  -