TY  - GEN
AU  - Lovelock, Christopher.
AU  - Wirtz, Jochen; 
AU  - Chatterjee, Jayanta.
TI  - Services marketing: :  Christopher Lovelock Jochen Wirtz  and Jayanta Chatterjee 
SN  - 9788131759394
U1  - 658.8 
PY  - 2011///
CY  - Delhi
PB  - Pearson education in South Asia 
KW  - Service Industry
KW  - Marketing
KW  - Proffession
KW  - Service Marketing
N1  - Table of ContentPART I Understanding Service Products, Consumers, and Markets 
1.New Perspectives on Marketing in the Service Economy 
2.Consumer Behavior in a Services Context 
3.Positioning Services in Competitive Markets
PART II Applying the 4 Ps of Marketing to Services 
4.Developing Service Products: Core and Supplementary Elements 
5.Distributing Services through Physical and Electronic Channels 
6.Setting Prices and Implementing Revenue Management 
7.Promoting Services and Educating Customers
PART III Managing the Customer Interface 
8.Designing and Managing Service Processes 
9.Balancing Demand and Productive Capacity 
10.Crafting the Service Environment 
11.Managing People for Service Advantage
PART IV Implementing Profitable Service Strategies 
12.Managing Relationships and Building Loyalty 
13.Complaint Handling and Service Recovery 
14.Improving Service Quality and Productivity 
15.Striving for Service Leadership
CASES 
1.Sullivan Ford Auto World 
2.Four Customers in Search of Solutions 
3.Dr. Beckett’s Dental Office 
4.Starbucks: Delivering Customer Service 
5.Giordano: Positioning for International Expansion 
6.MakeMyTrip.com 
7.Jollibee Foods Corporation 
8.The Accra Beach Hotel: Block Booking of Capacity During a Peak Period 
9.Marketing Strategy for a Media Service: The Case of Radio Spicy— An Intern’s Report 
10.CompuMentor and the DiscounTech.org Service 
11.Creating an Earned-Income Venture for a Nonprofit Organization 
12.Dr Mahalee Goes to London 
13.Revenue Management of Gondolas: Maintaining the Balance Between Tradition and Revenue 
14.The Way Ahead for MANTIS 
15.Hilton HHonors Worldwide: Loyalty Wars 
16.The Accellion Service Guarantee 
17.Shouldice Hospital Limited (Abridged) 
18.Massachusetts Audubon Society 
19.TLContact: CarePages Service (A)


N2  - Organized around a strategic marketing framework, Services Marketing provides with maximum flexibility for instructors in structuring the course for teaching and at the same time guiding students into the consumer and competitive environments in services marketing. The marketing framework has been restructured for this edition to reflect the current services marketing scene. The examples of practical application of concepts help in bridging the gap between theory and practice. It has a strongly managerial perspective, but is rooted in solid recent academic research
ER  -