ISBN 13 : 978-1-94659-82-0

Sommaire :
PART I: UNDERSTANDING SERVICE PRODUCTS, MARKETS, AND CUSTOMERS
PART 1: The Services Marketing Framework
CHAPTER 01: Creating Value in the Service Economy
CHAPTER 02: Understanding Service Consumers
CHAPTER 03: Positioning Services in Competitive Markets

PART II: APPLYING THE 4 PS OF MARKETING TO SERVICES
PART 2: The Services Marketing Framework
CHAPTER 04: Developing Service Products and Brands
CHAPTER 05: Distributing Services Through Physical and Electronic Channels
CHAPTER 06: Service Pricing and Revenue Management
CHAPTER 07: Service Marketing Communications

PART III: MANAGING THE CUSTOMER INTERFACE
PART 3: The Services Marketing Framework
CHAPTER 08: Designing Service Processes
CHAPTER 09: Balancing Demand and Capacity
CHAPTER 10: Crafting the Service Environment
CHAPTER 11: Managing People for Service Advantage

PART IV: DEVELOPING CUSTOMER RELATIONSHIPS
PART 4: The Services Marketing Framework
CHAPTER 12: Managing Relationships and Building Loyalty
CHAPTER 13: Complaint Handling and Service Recovery

PART V: STRIVING FOR SERVICE EXCELLENCE
PART 5: The Services Marketing Framework
CHAPTER 14: Improving Service Quality and Productivity
CHAPTER 15: Building a World-Class Service Organization

PART VI: CASE STUDIES
PART 6: Case Studies
CASE 01: Sullivan Ford Auto World
CASE 02: Dr. Beckett's Dental Office
CASE 03: Digital Luxury Services: Tradition versus Innovation in Luxury Fashion
CASE 04: Uber's Unintended Burdens
CASE 05: Kiwi Experience
CASE 06: Revenue Management at The View
CASE 07: The Accra Beach Hotel: Block Booking of Capacity During a Peak Period
CASE 08: Aussie Pooch Mobile
CASE 09: Service Robots in the Frontline: How Will Aarion Bank's Customers Respond?
CASE 10: Shouldice Hospital Limited (Abridged)
CASE 11: Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence
CASE 12: National Library Board Singapore: Delivering Cost-Effective Service Excellence Through Innovation and People
CASE 13: Menton Bank
CASE 14: Starbucks: Delivering Customer Service
CASE 15: Platform versus Pipeline Business Models: Are Airbnb and Marriot Right to Move into Each Other's Turf?
CASE 16: Dr. Mahalee Goes to London: Global Client Management
CASE 17: The Royal Dining Membership Program Dilemma
CASE 18: What Drives Share of Streaming Video? The Launch of HBO Max
CASE 19: LUX*: Staging a Service Revolution in a Resort Chain

Nbre volumes : 0

Langue : Anglais

Edition : 9ème

Lieu d'édition : CAMBRIDGE

Illustration(s) : Tableau(x) ; Schémas

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque