Essentials of Services Marketing 2nd Edition Wirtz Test Bank
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Product details:
- ISBN-10 : 9810686188
- ISBN-13 : 978-9810686185
- Author:
Make it easy for students to understand: Clear, Simple Language and Visual Learning Aids
The authors use simple English and short sentences to help students grasp concepts more easily and quickly. The text consists of full-colored learning cues, graphics, and diagrams to capture student attention and help them visualize concepts.
Know Your ESM presents quick review questions designed to help students consolidate their understanding of key chapter concepts.
Make it easy for students to relate: Cases and Examples written with a Global Outlook
The first edition global outlook is retained by having an even spread of familiar cases and examples from the world¿s major regions: 40% from American, 30% from Asia and 30% from Europe.
Help students see how various concepts fit into the big picture: Revised Framework
An improved framework characterized by stronger chapter integration as well as tighter presentation and structure.
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: Dr Beckett’s Dental Office
- Case 3: Uber
- Case 4: Banyan Tree
- Case 5: Kiwi Experience
- Case 6: Accra Beach Hotel
- Case 7: Revenue Management of Gondolas
- Case 8: Aussie Pooch Mobile
- Case 9: Shouldice Hospital Limited
- Case 10: Red Lobster
- Case 11: Singapore Airlines
- Case 12: Dr Mahalee Goes to London
- Case 13: Royal Dining Membership Program Dilemma
- Case 14: Customer Asset Management at DHL in Asia
- Case 15: Starbucks: Delivering Customer Service
- Case 16: Lux Resorts
- Case 17: KidZania: Shaping a Strategic Service Vision for the Future
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