Services Marketing European Perspectives

Services Marketing European Perspectives

3.93 (81 ratings by Goodreads)
  • Paperback
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This book is a European version of Christopher Lovelock's highly successful original. The text, readings and cases have been rewritten and/or replaced and/or adapted to make them more appropriate for the European market. Lovelock, who is British, has been instrumental in the adaptation. Instructor's Manual (0-13-020763-2).show more

Product details

  • Paperback | 736 pages
  • 187.96 x 243.84 x 33.02mm | 1,406.13g
  • Pearson Education (US)
  • Upper Saddle River, United States
  • 013095991X
  • 9780130959911

Table of contents

PrefaceAbout the Authors PART I: UNDERSTANDING SERVICES 1 Distinctive Aspects of Service Management2 Customer Involvement in Different Service Processes3 Managing Service Encounters4 Positioning a Service in the Marketplace PART II:UNDERSTANDING CUSTOMERS AND MANAGING RELATIONSHIPS 5 Customer Behaviour in Service Settings6 Managing Relationships and Building Customer Loyalty7 Complaint Handling and Service Recovery PART III: STRATEGIC ISSUES IN SERVICES MARKETING 8 Creating Services and Adding Value9 Designing Service Delivery Systems10 Pricing Services: Understanding Customer Costs and Corporate Costs11 Communicating to Customers: Education and Promotion PART IV:CHALLENGES FOR SENIOR MANAGEMENT 12 Productivity and Quality: Two Sides of the Same Coin13 Managing Demand14 Managing Customer-Contact Personnel 15 Developing Integrated Service Strategies for International Operationsshow more

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81 ratings
3.93 out of 5 stars
5 36% (29)
4 38% (31)
3 15% (12)
2 6% (5)
1 5% (4)
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