TY  - BOOK
AU  - Wirtz, Jochen 
TI  - Essentials of Services Marketing
SN  - 978-1-292-42519-1
U1  - 658.8 
PY  - 2023///
CY  - Harlow: 
PB  - Pearson, 
N1  - TABLE OF CONTENTS;  PART I — 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 II — APPLYING THE 4Ps OF MARKETING TO SERVICES

    Chapter 4: Developing Service Products and Brands
    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 III — DESIGNING AND MANAGING THE CUSTOMER INTERFACE

    Chapter 8: Designing Service Processes
    Chapter 9: Balancing Demand and Capacity
    Chapter 10: Crafting the Service Environment
    Chapter 11: Managing People for Service Advantage

PART IV — DEVELOPING CUSTOMER RELATIONSHIPS

    Chapter 12: Managing Relationships and Building Loyalty
    Chapter 13: Complaint Handling and Service Recovery

PART V — STRIVING FOR SERVICE EXCELLENCE

    Chapter 14: Improving Service Quality and Productivity
    Chapter 15: Building a World-Class Service Organization

PART VI — CASE STUDIES

    Case 1 Sullivan Ford Auto World
    Case 2 Susan Munro, Service Consumer
    Case 3 Dr. Beckett's Dental Office
    Case 4 Uber's Unintended Burdens
    Case 5 Kiwi Experience
    Case 6 The Accra Beach Hotel: Block Booking of Capacity during a Peak Period
    Case 7 Revenue Management at The View
    Case 8 Aussie Pooch Mobile
    Case 9 Service Robots in the Frontline: How Will Aarion Bank's Customers Respond?
    Case 10 Digital Luxury Services: Tradition versus Innovation in Luxury Fashion
    Case 11 National Library Board Singapore: Delivering Cost-Effective Service Excellence through Innovation and People
    Case 12 Red Lobster
    Case 13 Banyan Tree: Branding the Intangible
    Case 14 Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence
    Case 15 Menton Bank
    Case 16 Dr. Mahalee Goes to London: Global Client Management
    Case 17 Platform vs Pipeline Business Models: Are Airbnb and Marriott Right to Move into Each Other's Turf?
    Case 18 The Royal Dining Membership Program Dilemma


ER  -