Essentials of Services Marketing 3rd Edition Wirtz Test Bank
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Essentials of Services Marketing 3rd Edition Wirtz Test Bank
Product details:
- ISBN-10 : 1292089954
- ISBN-13 : 978-1292089959
- Author: Professor Wirtz
Essentials of Services Marketing, 3rd Edition is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting global outlook with visual learning aids and clear language. It has been designed so that instructors can make selective use of chapters and cases to teach courses of different lengths and formats in either services marketing or services management.
Table 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 Becketta 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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