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Principles of Service Marketing and Management

Principles of Service Marketing and Management - 2nd edition

ISBN13: 978-0130404671

Cover of Principles of Service Marketing and Management 2ND 02 (ISBN 978-0130404671)
ISBN13: 978-0130404671
ISBN10: 0130404675

Cover type: Hardback
Edition: 2ND 02
Copyright: 2002
Publisher: Prentice Hall, Inc.
Published: 2002
International: No

List price: $180.50

Principles of Service Marketing and Management - 2ND 02 edition

ISBN13: 978-0130404671

Christopher H. Lovelock and Lauren Wright

ISBN13: 978-0130404671
ISBN10: 0130404675

Cover type: Hardback
Edition: 2ND 02
Copyright: 2002
Publisher: Prentice Hall, Inc.
Published: 2002
International: No

Author Bio

Lovelock, Christopher H :

Wright, Lauren : California State University-Chico

Table of Contents

I. UNDERSTANDING SERVICES.

1. Why Study Services?
2. Understanding Service Processes.

II. THE SERVICE CUSTOMER.

3. Managing Service Encounters.
4. Customer Behavior in Service Environments.
5. Relationship Marketing and Customer Loyalty.
6. Complaint Handling and Service Recovery.

III. SERVICE MARKETING STRATEGY.

7. The Service Product.
8. Pricing Strategies for Services.
9. Promotion, Education, and Physical Evidence.
10. Service Positioning and Design.

IV. SERVICE DELIVERY ISSUES.

11. Creating Delivery Systems in Place, Cyberspace, and Time.
12. Creating Value through Productivity and Quality.
13. Balancing Demand and Capacity.
14. Managing Customer Waiting Lines and Reservations.

V. INTEGRATING MARKETING, OPERATIONS, AND HUMAN RESOURCES.

15. Employee Roles in Service Organizations.
16. The Impact of Technology on Services.
17. Organizing for Service Leadership.

Cases.
Glossary.
Index.