ISBN 13 : 978-194-4659-01-1

Sommaire :
Preface

1. Understanding Service Products, Consumers, and Markets
Creating Value in the Service Economy
Understanding Service Consumers
Positioning Services in Competitive Markets

2. Applying the 4 Ps of Marketing to Services
Developing Service Products and Brands
Distributing Services Through Physical and Electronic Channels
Service Pricing and Revenue Management
Service Marketing Communications

3. Managing the Customer Interface
Designing Service Processes
Balancing Demand and Capacity
Crafting the Service Environment
Managing People for Service Advantage

4. Developing Customer Relationships
Managing Relationships and Building Loyalty
Complaint Handling and Service Recovery

5. Striving for Service Excellence:
Improving Service Quality and Productivity
Building a World-Class Service Organization

6. Case Studies
Glossary

Nbre volumes : 0

Langue : Anglais

Edition : 8ème

Lieu d'édition : CAMBRIDGE

Illustration(s) : Tableau(x) ; Schémas

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque