TY  - GEN
AU  - Wirtz, Jochen, Lovelock, Christopher, Chatterjee, Jayanta
TI  - Services marketing: people technology, strategy
SN  - 978-93-325-8768-7
U1  - 658.8/Wir/Lov 
PY  - 2018///
CY  - Noida, U.P.
PB  - Pearson India Education Services Pvt. Ltd.
KW  - Services marketing
N1  - Table of Content
Part I: Understanding Service Products, Consumers, And Markets
1. Creating Value in the Service Economy 
2. Understanding Service Consumers 
3. Positioning Services in Competitive Markets 
Part II: Applying the 4 Ps of Marketing to Services
4. Developing Service Products and Brands 
5. Distributing Services Through Physical and Electronic Channels 
6. Service Pricing and Revenue Management 
7. Service Marketing Communications
Part III: Managing the Customer Interface 
8. Designing Service Processes 
9. Balancing Demand and Capacity 
10. Crafting the Service Environment 
11. Managing People for Service Advantage
Part IV: Developing Customer Relationships 
12. Managing Relationships and Building Loyalty 
13. Complaint Handling and Service Recovery 
Part V: Striving for Service Excellence 
14. Improving Service Quality and Productivity 
15. Building a World-Class Service Organization
Part VI: Case Studies
N2  - Services Marketing: People, Technology, Strategy, 8e, is a globally renowned textbook for services

marketing. This book takes a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Incorporating the latest academic research, industry trends and technology, social media and case examples, the present edition is suitable for students who want to gain a wider managerial view of the subject.
Salient Features
a) The nature of the modern service economy, B2B services, outsourcing and offshoring are covered in
Chapter 1. The Service-Profit Chain, featured in Chapter 15 in the previous editions, has been moved
here to serve as a guiding framework for the book.
b) Chapter 7 is now tightly organized around the 5 Ws model, a new section on the services marketing
communications funnel has been added, and the coverage of new media (including social media, mobile
apps, and QR codes) is significantly expanded.
c) Chapter 8 has a new section on emotionprints, and covers service blueprinting in more detail.
d) Chapter 11 has new sections on a service-oriented culture, how to build a climate for service, effective
leadership in service organization, and leadership styles.
e) This book presents a global perspective, with examples carefully selected from America, Europe, and
Asia; for example, insurers eyeing an untapped Indian customer base after demonetization, Instagram
adding 100m users in four months, Ola criticizing Uber over 'predatory pricing' in India, mobile upstarts
(like Reliance Jio) innovating faster than oligopolies, reasons for the growth of flower subscription
services, etc
ER  -