Detalles de la obra

Título:
Services marketing
Subtítulo:
people, technology, strategy
Autor(es):
Wirtz, Jochen; Lovelock, Christopher H.
Pie de imprenta:
Hackensack, New Jersey: World Scientific, c2016
Edición:
8th.ed.
Descripción física:
xvii, 783 p. il., grafs., fot. 28 x 22 cm.
Idioma:
Inglés
ISBN:
978-194-4659-01-1
Resumen:
Contiene: I. Understanding service products, consumers, and markets. 1. Creating value in the service economy. 2. Understanding service consumers. 3. Positioning services in competitive markets.- 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.- 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.- IV. Developing customer relationships. 12. Managing relationships and building loyalty. 13. Complaint handling and service recovery.- V. Striving for service excellence. 14. Improving service quality and productivity. 15. Building a world class service organization.- VI. Case studies.-
Referencias bibliográficas:
Incluye Bibliografía
Ubicación física:
658.834 2 / LOV 8th.ed.
Tipo de material:
[Material Impreso]