Services Marketing: People, Technology, Strategy, 9/e (Paperback)
暫譯: 服務行銷：人員、技術、策略，第9版（平裝本）

Jochen Wirtz , Christopher Lovelock

Services Marketing: People, Technology, Strategy, 9/e (Paperback)

相關主題

商品描述

Services Marketing: People, Technology, Strategy is the ninth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media, and case examples.

This book takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. It features cases and examples from all over the world and is suitable for students who want to gain a wider managerial view.

商品描述(中文翻譯)

《服務行銷：人員、技術、策略》是由 Jochen Wirtz 和 Christopher Lovelock 所著的全球領先的服務行銷教科書的第九版，經過廣泛更新，涵蓋最新的學術研究、產業趨勢、技術、社交媒體及案例範例。

本書採取強烈的管理導向，透過一個連貫且漸進的教學框架呈現，根植於扎實的學術研究。書中包含來自世界各地的案例和範例，適合希望獲得更廣泛管理視野的學生。

作者簡介

作者：Jochen Wirtz
現職：National University of Singapore

作者：Christopher Lovelock

作者簡介(中文翻譯)

作者：Jochen Wirtz
現職：新加坡國立大學


作者：Christopher Lovelock

目錄大綱

PART I: UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS
Ch 1 Creating Value in the Service Economy
Ch 2 Understanding Service Consumers
Ch 3 Positioning Services in Competitive Markets

PART II: APPLYING THE 4 PS OF MARKETING TO SERVICES
Ch 4 Developing Service Products and Brands
Ch 5 Distributing Services Through Physical and Electronic Channels
Ch 6 Service Pricing and Revenue Management
Ch 7 Service Marketing Communications

PART III: MANAGING THE CUSTOMER INTERFACE
Ch 8 Designing Service Processes
Ch 9 Balancing Demand and Capacity
Ch10 Crafting the Service Environment
Ch11 Managing People for Service Advantage

PART IV: DEVELOPING CUSTOMER RELATIONSHIPS
Ch12 Managing Relationships and Building Loyalty
Ch13 Complaint Handling and Service Recovery

PART V: STRIVING FOR SERVICE EXCELLENCE
Ch14 Improving Service Quality and Productivity
Ch15 Building a World-Class Service Organization

PART VI: CASE STUDIES

目錄大綱(中文翻譯)

PART I: UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS

Ch 1 Creating Value in the Service Economy

Ch 2 Understanding Service Consumers

Ch 3 Positioning Services in Competitive Markets



PART II: APPLYING THE 4 PS OF MARKETING TO SERVICES

Ch 4 Developing Service Products and Brands

Ch 5 Distributing Services Through Physical and Electronic Channels

Ch 6 Service Pricing and Revenue Management

Ch 7 Service Marketing Communications



PART III: MANAGING THE CUSTOMER INTERFACE

Ch 8 Designing Service Processes

Ch 9 Balancing Demand and Capacity

Ch10 Crafting the Service Environment

Ch11 Managing People for Service Advantage



PART IV: DEVELOPING CUSTOMER RELATIONSHIPS

Ch12 Managing Relationships and Building Loyalty

Ch13 Complaint Handling and Service Recovery



PART V: STRIVING FOR SERVICE EXCELLENCE

Ch14 Improving Service Quality and Productivity

Ch15 Building a World-Class Service Organization



PART VI: CASE STUDIES

類似商品

最後瀏覽商品 (10)