Winning In Service Markets : Success Through People, Technology And Strategy

Dedication -- Preface -- Introduction -- Understanding service products, consumers, and markets -- Creating and capturing value in the service economy -- Understanding service consumers -- Positioning services in competitive markets -- Applying the 4 PS of marketing to services -- Developing service products and brands -- Distributing services through physical and electronic channels -- Service pricing and revenue management -- Service marketing communications -- Managing the customer interface -- Designing service processes -- Balancing demand and capacity -- Crafting the service environment -- Managing people for service advantage -- Developing customer relationships -- Managing relationship and building loyalty -- Complaint handling and service recovery -- Striving for service excellence -- Improving service quality and productivity -- Organizing for service leadership -- Notes -- Index -- Acknowledgements -- About the author

• | Author: Jochen Wirtz
• | Publisher: Ws Professional
• | Publication Date: Dec 16, 2016
• | Number of Pages: 704 pages
• | Language: English
• | Binding: Paperback
• | ISBN-10: 1944659056
• | ISBN-13: 9781944659059