October 2012
Beginner
720 pages
28h 8m
English
book
Essentials of Services Marketing, Second Edition
by Jochen Wirtz, Patricia Chew, Christopher Lovelock
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Brief Contents
About the Contributors of the Cases
Part I: Understanding Service Products, Consumers, and Markets
Chapter 1 Introduction to Services Marketing
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: Designing and Managing the Customer Interface
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.