Lovelock services marketing
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Lovelock services marketing
SERVICES MARKETING People, Technology, StrategySEVENTH EDITIONChristopher LovelockJochen WirtzBRIEF CONTENTSContents xillPreface xviiPART I Understand Lovelock services marketing ding Service Products, Consumers, and Markets 2Chapter 1New Perspectives on Marketing in theService Economy 4Chapter 2Consumer Behavior in a ServicesContext 35Chapter 3Positioning Services in CompetitiveMarkets 59PART II Applying The 4 Ps Of Marketing toServices 80Chapter 4Developing Service Product Lovelock services marketing s: Core andSupplementary Elements 82Chapter 5Distributing Services Through Physical and Electronic Channels 109Chapter 6Setting Prices and ImplementinLovelock services marketing
g Revenue Management 135Chapter 7Promoting Services and EducatingCustomers 163PART III Managing the Customer Interface 194Chapter 8Designing and ManagSERVICES MARKETING People, Technology, StrategySEVENTH EDITIONChristopher LovelockJochen WirtzBRIEF CONTENTSContents xillPreface xviiPART I Understand Lovelock services marketing or ServiceAdvantage 278Xixll Brief ContentsPART IV Implementing Profitable Service Strategies 312Chapter 12Managing Relationships and Building Loyalty 314Chapter 13Complaint Handling and Service Recovery 349Chapter 14Improving Service Quality and Productivity 379Chapter 15striving for Service Leader Lovelock services marketing ship 416SERVICES MARKETING People, Technology, StrategySEVENTH EDITIONChristopher LovelockJochen WirtzBRIEF CONTENTSContents xillPreface xviiPART I UnderstandSERVICES MARKETING People, Technology, StrategySEVENTH EDITIONChristopher LovelockJochen WirtzBRIEF CONTENTSContents xillPreface xviiPART I UnderstandGọi ngay
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