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100			_aLovelock, Christopher and Wirtz, Jochen _918724
245			_aServices Marketing _bpeople technology strategy _cLOVELOCK, CHRISTOPHER
250			_a6th
260			_bPearson Education _aNew Delhi _c2010
300			_aXX, 637
505			_a Table of Content PART I Understanding Service Products, Consumers, and Markets New Perspectives on Marketing in the Service Economy Consumer Behavior in a Services Context Positioning Services in Competitive Markets PART II Applying the 4 Ps of Marketing to Services Developing Service Products: Core and Supplementary Elements Distributing Services through Physical and Electronic Channels Setting Prices and Implementing Revenue Management Promoting Services and Educating Customers PART III Managing the Customer Interface Designing and Managing Service Processes Balancing Demand and Productive Capacity Crafting the Service Environment Managing People for Service Advantage PART IV Implementing Profitable Service Strategies Managing Relationships and Building Loyalty Complaint Handling and Service Recovery Improving Service Quality and Productivity Striving for Service Leadership CASES Sullivan Ford Auto World Four Customers in Search of Solutions Dr. Beckett’s Dental Office Starbucks: Delivering Customer Service Giordano: Positioning for International Expansion MakeMyTrip.com Jollibee Foods Corporation The Accra Beach Hotel: Block Booking of Capacity During a Peak Period Marketing Strategy for a Media Service: The Case of Radio Spicy— An Intern’s Report CompuMentor and the DiscounTech.org Service Creating an Earned-Income Venture for a Nonprofit Organization Dr Mahalee Goes to London Revenue Management of Gondolas: Maintaining the Balance Between Tradition and Revenue The Way Ahead for MANTIS Hilton HHonors Worldwide: Loyalty Wars The Accellion Service Guarantee Shouldice Hospital Limited (Abridged) Massachusetts Audubon Society TLContact: CarePages Service (A)
520			_aOrganized 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. Salient Features Revised Framework: Gets students to build on their principles of marketing knowledge New Coverage of Technology: Shows students to use new social media outlets like the Internet-based strategies and biometrics, search-engine optimization, Twitter, and M-commerce New Cases: Encourages concept application. Examples include: Case on Radio Spicy Case on Mantis Opening Vignettes: Provide students with a snapshot of the coming chapter Three Types of Boxed Inserts: Present topics for classroom discussion Best Practice in Action–demonstrates the application of best practices Research Insights–presents summaries of relevant and often provocative academic research Service Perspectives–offers in-depth examples that illustrate key concepts Highe
650			_aServices Marketing, Services Strategies _918725
942			_2ddc _cBK
999			_c39414 _d39414