Offering a comprehensive view of a field that is evolving at an unprecedented pace, Essentials of Services Marketing, Third Edition, is a concise, reader-friendly guide to marketing and managing services. Encompassing pioneering service concepts and the latest developments, academic research as well as managerial insights, this book combines a practical, real-world focus with rich visual pedagogy to present an engaging and exciting look at the world of the service economy.
Features:
• The book uses a systematic learning approach. Each chapter has clear learning objectives, an organizing framework that provides a quick overview of the chapter’s contents and line of argument, and chapter summaries in bullet form that condense the core concepts and messages of each chapter.
• Opening vignettes and boxed inserts within the chapters are designed to capture student interest and provide opportunities for in-class discussions. They describe significant research findings, illustrate practical applications of important service marketing concepts, and describe best practices by innovative service organizations.
• Contains the most relevant contexts of services marketing based on the Indian perspective in the form of relevant examples, theoretical questions, practical exercises, activities and references.
• A simple demonstration of concepts with appropriate figures/images for better understanding.
• The book also shares an overview of other global services marketing aspects along with examples in a lucid manner.
Table of Contents:
Part I: Understanding Service Markets, Products, and Customers
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 and Brands
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: Managing the Customer Interface
Chapter 8: Designing Service Processes
Chapter 9: Balancing Demand and Capacity
Chapter 10: Crafting the Service Environment
Chapter 11: Managing People for Service Advantage
Part IV: Developing Customer Relationships 389
Chapter 12: Managing Relationships and Building Loyalty
Chapter 13: Complaint Handling and Service Recovery
Part V: Striving for Service Excellence
Chapter 14: Improving Service Quality and Productivity
Chapter 15: Building a World-Class Service Organization
Part VI: Cases
About the Author
Jochen Wirtz is Professor of Marketing and Vice Dean, Graduate Studies, at the National University of Singapore (NUS).
The late Christopher Lovelock was one of the pioneers of services marketing.
Jayanta Chatterjee is an Adjunct Professor at IIT Kanpur and is a visiting professor at Design Factory, Finland, and AIT Bangkok.
Gopal Das is an Associate Professor of Marketing at IIM Bangalore.
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