Winning In Service Markets Success Through People Technology And Strategy

Download or read book Winning in Service Markets written by Jochen Wirtz and published by Ws Professional. This book was released on 2016-07-06 with total page 704 pages. Available in PDF, EPUB and Kindle. Book excerpt: Dedication -- Preface -- Introduction -- Understanding service products, consumers, and markets -- Creating and capturing value in the service economy -- Understanding service consumers -- Positioning services in competitive markets -- 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 -- Managing the customer interface -- Designing service processes -- Balancing demand and capacity -- Crafting the service environment -- Managing people for service advantage -- Developing customer relationships -- Managing relationship and building loyalty -- Complaint handling and service recovery -- Striving for service excellence -- Improving service quality and productivity -- Organizing for service leadership -- Notes -- Index -- Acknowledgements -- About the author