TOC: Winning Service Mar


Winning Service Marketing, Book by Jochen Wirtz

Jochen Wirtz (2017), Winning in Service Markets. New Jersey: World Scientific, ISBN 978-1944659042 (hardcover); 978-1944659059 (paperback); ASIN: B01N441L0O, 684 pp.


Part I: Understanding Service Products, Consumers and Markets

1. Creating and Capturing Value in the Service Economy
2. Consumer Behavior in a Services Context
3. Positioning Services in Competitive Markets

Part II: Applying the 4 Ps of Marketing to Services

4. Developing Service Products and Brands
5. Distributing Services
6. Pricing Services and Revenue Management
7. Service Marketing Communications

Part 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

Part IV: Developing Customer Relationships

12. Managing Relationships and Building Loyalty
13. Complaint Handling and Service Recovery

Part V: Striving for Service Excellence

14. Improving Service Quality and Productivity
15. Building a World-Class Service Organization

About the author