Services Marketing: People, Technology, Strategy, Canadian Edition by Christopher LovelockServices Marketing: People, Technology, Strategy, Canadian Edition by Christopher Lovelock

Services Marketing: People, Technology, Strategy, Canadian Edition

byChristopher Lovelock, Jochen Wirtz, Harvir Singh Bansal

Paperback | April 22, 2007

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Focusing on applications and practical training, this first Canadian edition demonstrates how to develop successful marketing strategies using Canadian examples and cases. Exploring concepts and techniques for an exceptionally broad range of service categories and industries, the text reinforces management applications with boxed features highlighting provocative research and profiles from Canada's service-based economy.

 

 

Christopher Lovelock is one of the pioneers of services marketing. Based in Massachusetts, he consults and gives seminars and workshops for managers around the world, with a particular focus on strategic planning in services and managing the customer experience. Since 2001, he has been an adjunct professor at the Yale School of Manage...
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Title:Services Marketing: People, Technology, Strategy, Canadian EditionFormat:PaperbackDimensions:672 pages, 11 × 8.6 × 1 inPublished:April 22, 2007Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0131879286

ISBN - 13:9780131879287

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Table of Contents

PART 1 – UNDERSTANDING SERVICE MARKETS, PRODUCTS, AND CUSTOMERS

 

1.    New Perspectives on Marketing in the Service Economy

2.    Customer Behaviour in Service Encounters

 

PART 2 – BUILDING THE SERVICE MODEL

 

3.    Developing Service Concepts: Core and Supplementary Elements

4.    Distributing Services through Physical and Electronic Channels

5.    Exploring Business Models: Pricing and Revenue Management

6.    Educating Customers and Promoting the Value Proposition

7.    Positioning Services in Competitive Markets

 

PART 3 – MANAGING THE CUSTOMER INTERFACE

 

8.    Designing and Managing Service Processes

9.    Balancing Demand and Productive Capacity

10.  Crafting the Service Environment

11.  Managing People for Service Advantage

 

PART 4 – IMPLEMENTING PROFITABLE SERVICE STRATEGIES

 

12.  Managing Relationships and Building Loyalty

13.  Achieving Service Recovery and Obtaining Customer Feedback

14.  Improving Service Quality and Productivity

15.  Organizing for Change Management and Service Leadership

 

Cases

Glossary

Name Index

Subject Index

Credits