Winning In Service Markets: Success Through People, Technology And Strategy

by Jochen Wirtz

Overview

Winning in Service Markets: Success through People, Technology, and Strategy is the first practitioner book in the market to cover the key aspects of services marketing and management based on sound academic evidence and knowledge. Derived from the globally leading textbook for Services Marketing by the same author, this book offers a comprehensive overview of extant knowledge on the topic. Accessible and practical, Winning in Service Markets bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

Product Details

ISBN-13:	9781944659059
Publisher:	Ws Professional
Publication date:	12/16/2016
Pages:	704
Product dimensions:	5.90(w) x 9.00(h) x 0.90(d)

Table of Contents

Preface x

Introduction xiii

Part I Understanding Service Products, Consumers and Markets 1

1 Creating and Capturing Value in the Service Economy 2

2 Consumer Behavior in a Services Context 33

3 Positioning Services in Competitive Markets 67

Part II Applying the 4 Ps of Marketing to Services 101

4 Developing Service Products and Brands 102

5 Distributing Services 135

6 Pricing Services and Revenue Management 163

7 Service Marketing Communications 210

Part III Managing the Customer Interface 267

8 Designing Service Processes 268

9 Balancing Demand and Capacity 308

10 Crafting The Service Environment 344

11 Managing People for Service Advantage 378

Part IV Developing Customer Relationships 439

12 Managing Relationships and Building Loyalty 440

13 Complaint Handling and Service Recovery 489

Part V Striving for Service Excellence 535

14 Improving Service Quality and Productivity 536

15 Building a World-Class Service Organization 591

Endnotes 608

Index 662

About the author 681

Acknowledgements 683