(98新)服务营销:人才技术战略(正版现货）Services Marketing: People Technology Strategy
全球服务营销领域的顶尖教材与高管的精选书目（爽快者，可考虑送课件）
￥ 1500 九五品
仅1件
辽宁沈阳
认证卖家担保交易快速发货售后保障
作者Christopher H Lovelock
出版社Pearson
ISBN9780136107217
出版时间2011
装帧精装
上书时间2023-02-02
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The fundamentals of services marketing presented in a strategic marketing framework. Organized around a strategic marketing framework Services Marketing guides readers into the consumer and competitive environments in services marketing. The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.
SERVICES
MARKETING
People , Tecbnologys Strategy
SEVENTH EDITION
CHRISToPHER LoVEL0CK
JocHEN WIRTz
Sevices dominate the expanding world economysncver before . Ccal 水 e
academic research . The text helps to bridge the al -t0o- froqacntspbe Т aecm theory and the eal world .
FEATURES
Revised organizing framework that scamlesty builk on topis le Т aodna
principles or marketing maugcment course
Recent academic research , nanagcri ù l thinking and cuttingodgeapls
incorporated into each of the I5chapters
Chapter summaries now in bulet - point forat o prowdeaquick okenicw
of each chapters core conceps and nmesNgS
An exceptional selection of 18up- o - date , csyoo Л a -Ч td cNsofaying lengths and leves of difficulty
7 RE
Prentice Halt
is an imprint of
2电 a
EF6
PEARSON
BRIEF cONTENTS
Contents xi ì
Preace xvi ì
PARTI Understanding Service Products , Consumers ,
and Markets 2
Chapter 1New Perspectives on Marketing in the
Service Economy 4
Chapter 2 Consumer Behavior in a Services
Context 35
Chapter 3Positioning Services in competitive
Markets 59
PART IIApplying The 4Ps of Marketing to
Services 80
Chapter 4Developing Service Products : Core and
Supplementary Elements 82
Chapter 5Distributing Services Through Physical and
Electronic Channels 109
Chapter 6Setting Prices and Implementing Revenue
Management 135
Chapter 7 Promoting Services and Educating
Customers 163
PART III Managing the Customer Interface 194
Chapter 8Designing and Managing Service
Processes 196
Chapter 9Balancing Demand and Productive
Capacity 227
Chapter 10 Crafting the Service Environment 253 Chapter 11 Managing People for Service
Advantage 278
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