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Christopher, Lovelock

Services Marketing - New Delhi Pearson 1996

Part I: Understanding Service Products, Consumers, And Markets
1. Creating Value in the Service Economy
2. Understanding Service Consumers
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 Through Physical and Electronic Channels
6. Service Pricing 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
Part VI: Case Studies


ISBN: 9789332587687

Subjects--Topical Terms:
Management

Dewey Class. No.: 658.8 LOV-S