Services Marketing A European Perspective

Name: Services Marketing A European Perspective
Availability: OutOfStock
ISBN: 9780130959911

ISBN-10: 013095991X

ISBN-13: 9780130959911

Edition: 1999

Authors: Christopher H. Lovelock, Sandra Vandermerwe, Barbara Lewis

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Revised for a European market within a global context, this text includes new chapters on: customer behaviour; complaint handling; managing customer-contact personnel; developing integrated service strategies.

Book details

Copyright year: 1999
Publisher: Prentice Hall PTR
Binding: Paperback
Pages: 736
Size: 9.69" wide x 7.40" long x 1.42" tall
Weight: 3.278



Preface


About the Authors



Understanding Services



Distinctive Aspects of Service Management



Customer Involvement in Different Service Processes



Managing Service Encounters



Positioning a Service in the Marketplace



Understanding Customers and Managing Relationships



Customer Behaviour in Service Settings



Managing Relationships and Building Customer Loyalty



Complaint Handling and Service Recovery



Strategic Issues In Services Marketing



Creating Services and Adding Value



Designing Service Delivery Systems



Pricing Services: Understanding Customer Costs and Corporate Costs



Communicating to Customers: Education and Promotion



Challenges For Senior Management



Productivity and Quality: Two Sides of the Same Coin



Managing Demand



Managing Customer-Contact Personnel



Developing Integrated Service Strategies for International Operations