Services Marketing European Perspectives

Services Marketing European Perspectives

3.93 (92 ratings by Goodreads)
  • Paperback
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Description

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).
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Product details

  • Paperback | 736 pages
  • 187.96 x 243.84 x 33.02mm | 1,406.13g
  • FINANCIAL TIMES PRENTICE HALL
  • Upper Saddle River, United States
  • 013095991X
  • 9780130959911

Table of contents

Preface
About the Authors
PART I: UNDERSTANDING SERVICES
1 Distinctive Aspects of Service Management
2 Customer Involvement in Different Service Processes
3 Managing Service Encounters
4 Positioning a Service in the Marketplace
PART II:UNDERSTANDING CUSTOMERS AND MANAGING RELATIONSHIPS
5 Customer Behaviour in Service Settings
6 Managing Relationships and Building Customer Loyalty
7 Complaint Handling and Service Recovery
PART III: STRATEGIC ISSUES IN SERVICES MARKETING
8 Creating Services and Adding Value
9 Designing Service Delivery Systems
10 Pricing Services: Understanding Customer Costs and Corporate Costs
11 Communicating to Customers: Education and Promotion
PART IV:CHALLENGES FOR SENIOR MANAGEMENT
12 Productivity and Quality: Two Sides of the Same Coin
13 Managing Demand
14 Managing Customer-Contact Personnel
15 Developing Integrated Service Strategies for International Operations
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Rating details

92 ratings
3.93 out of 5 stars
5 37% (34)
4 35% (32)
3 17% (16)
2 7% (6)
1 4% (4)
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