Wirtz, Jochen  <br/><br/>
Essentials of Services Marketing 

 - 4th  
 - Harlow:   Pearson,   2023 
 - xxviii, 649p. : ill.; 28 cm  
<br/><br/> TABLE OF CONTENTS 
<br/><br/>PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS<br/><br/>    Chapter 1: Introduction to Services Marketing<br/>    Chapter 2: Consumer Behavior in a Services Context<br/>    Chapter 3: Positioning Services in Competitive Markets<br/><br/>PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES<br/><br/>    Chapter 4: Developing Service Products and Brands<br/>    Chapter 5: Distributing Services through Physical and Electronic Channels<br/>    Chapter 6: Setting Prices and Implementing Revenue Management<br/>    Chapter 7: Promoting Services and Educating Customers<br/><br/>PART III — DESIGNING AND MANAGING THE CUSTOMER INTERFACE<br/><br/>    Chapter 8: Designing Service Processes<br/>    Chapter 9: Balancing Demand and Capacity<br/>    Chapter 10: Crafting the Service Environment<br/>    Chapter 11: Managing People for Service Advantage<br/><br/>PART IV — DEVELOPING CUSTOMER RELATIONSHIPS<br/><br/>    Chapter 12: Managing Relationships and Building Loyalty<br/>    Chapter 13: Complaint Handling and Service Recovery<br/><br/>PART V — STRIVING FOR SERVICE EXCELLENCE<br/><br/>    Chapter 14: Improving Service Quality and Productivity<br/>    Chapter 15: Building a World-Class Service Organization<br/><br/>PART VI — CASE STUDIES<br/><br/>    Case 1 Sullivan Ford Auto World<br/>    Case 2 Susan Munro, Service Consumer<br/>    Case 3 Dr. Beckett's Dental Office<br/>    Case 4 Uber's Unintended Burdens<br/>    Case 5 Kiwi Experience<br/>    Case 6 The Accra Beach Hotel: Block Booking of Capacity during a Peak Period<br/>    Case 7 Revenue Management at The View<br/>    Case 8 Aussie Pooch Mobile<br/>    Case 9 Service Robots in the Frontline: How Will Aarion Bank's Customers Respond?<br/>    Case 10 Digital Luxury Services: Tradition versus Innovation in Luxury Fashion<br/>    Case 11 National Library Board Singapore: Delivering Cost-Effective Service Excellence through Innovation and People<br/>    Case 12 Red Lobster<br/>    Case 13 Banyan Tree: Branding the Intangible<br/>    Case 14 Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence<br/>    Case 15 Menton Bank<br/>    Case 16 Dr. Mahalee Goes to London: Global Client Management<br/>    Case 17 Platform vs Pipeline Business Models: Are Airbnb and Marriott Right to Move into Each Other's Turf?<br/>    Case 18 The Royal Dining Membership Program Dilemma<br/><br/> 
<br/><br/><label>ISBN: </label>978-1-292-42519-1 
<br/><br/><label>Dewey Class. No.: </label>658.8