Services Marketing An Asia Pacific and Australian Perspective 6th Edition Lovelock Test Bank
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Services Marketing An Asia Pacific and Australian Perspective 6th Edition Lovelock Test Bank.
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Services Marketing An Asia Pacific and Australian Perspective 6th Edition Lovelock Test Bank
Product details:
- ISBN-10 : 1486002706
- ISBN-13 : 978-1486002702
- Author: Paul Patterson, Christopher Lovelock, Jochen Wirtz
Table contents:
Part 1 Understanding the nature of service products and markets
1 Marketing in the service economy
2 Customer behaviour, culture and service encounters
3 Positioning services in competitive markets 67
Part 2 Building the service model and creating customer value
4 Developing service products: core and supplementary service elements
5 Distributing services through physical and electronic channels
6 Understanding costs and developing pricing strategy
7 Balancing productive capacity and demand
8 Integrated services marketing communications
9 Managing people for service advantage
10 Crafting the service environment
Part 3 Challenges for senior management
11 Managing the customer service function
12 Customer satisfaction and service quality
13 Managing relationships and building loyalty
14 Handling customer complaints and managing service recovery
Part 4 Cases Download the detailed Contents List.
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