000			03292 a2200193 4500
999			_c50153 _d50153
008			180718b ||||| |||| 00| 0 eng d
020			_a978-93-325-8768-7
082			_a658.8/Wir/Lov
100			_aWirtz, Jochen, Lovelock, Christopher, Chatterjee, Jayanta _932074
245			_aServices marketing: people technology, strategy
250			_a8
260			_aNoida, U.P. _bPearson India Education Services Pvt. Ltd., _c2018
300			_axxii, 817 _bPaper
505			_aTable 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
520			_aServices 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.
650			_aServices marketing _932075
942			_2ddc _cSC