ARC: Connections: ELMAR: Posting

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Services Marketing: People, Technology, Strategy
Christopher Lovelock and Jochen Wirtz
Upper Saddle River, New Jersey: Prentice Hall, 7th edition, 626 pp, 2010,
ISBN-13: 978-0-13-610721-7 [Amazon]

Order a review copy:

https://www.bschool.nus.edu.sg/Departments/Marketing/smflyer.pdf

PART I Understanding Service Products, Consumers, and Markets

Chapter 1 New Perspectives on Marketing in the Service Economy
Chapter 2 Consumer Behavior in a Services Context
Chapter 3 Positioning Services in Competitive Markets

PART II Applying The 4 Ps Of Marketing to Services

Chapter 4 Developing Service Products: Core and Supplementary Elements
Chapter 5 Distributing Services Through Physical and Electronic Channels
Chapter 6 Setting Prices and Implementing Revenue Management
Chapter 7 Promoting Services and Educating Customers

PART III Managing the Customer Interface 194

Chapter 8 Designing and Managing Service Processes
Chapter 9 Balancing Demand and Productive Capacity
Chapter 10 Crafting the Service Environment
Chapter 11 Managing People for Service Advantage

PART IV Implementing Profitable Service Strategies

Chapter 12 Managing Relationships and Building Loyalty
Chapter 13 Complaint Handling and Service Recovery
Chapter 14 Improving Service Quality and Productivity
Chapter 15 Striving for Service Leadership

CASES

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