Essentials of Services Marketing, 3e  (English, Paperback, Jochen Wirtz, Christopher Lovelock, Jayanta Chatterjee, Gopal Das)

Offering a comprehensive view of a field that is evolving at an unprecedented pace, Essentials of Services Marketing, Third Edition, is a concise, reader-friendly guide to marketing and managing services. Encompassing pioneering service concepts and the latest developments, academic research as well as managerial insights, this book combines a practical, real-world focus with rich visual pedagogy to present an engaging and exciting look at the world of the service economy. Features: • The book uses a systematic learning approach. Each chapter has clear learning objectives, an organizing framework that provides a quick overview of the chapter’s contents and line of argument, and chapter summaries in bullet form that condense the core concepts and messages of each chapter. • Opening vignettes and boxed inserts within the chapters are designed to capture student interest and provide opportunities for in-class discussions. They describe significant research findings, illustrate practical applications of important service marketing concepts, and describe best practices by innovative service organizations. • Contains the most relevant contexts of services marketing based on the Indian perspective in the form of relevant examples, theoretical questions, practical exercises, activities and references. • A simple demonstration of concepts with appropriate figures/images for better understanding. • The book also shares an overview of other global services marketing aspects along with examples in a lucid manner. Table of Contents: Part I: Understanding Service Markets, Products, and Customers Chapter 1: Introduction to Services Marketing Chapter 2: Consumer Behavior in a Services Context Chapter 3: Positioning Services in Competitive Markets Part II: Applying the 4 Ps of Marketing to Services Chapter 4: Developing Service Products and Brands Chapter 5: Distributing Services through Physical and Electronic Channels Chapter 6: Setting Prices and Implementing Revenue Management Chapter 7: Promoting Services and Educating Customers Part III: Managing the Customer Interface Chapter 8: Designing Service Processes Chapter 9: Balancing Demand and Capacity Chapter 10: Crafting the Service Environment Chapter 11: Managing People for Service Advantage Part IV: Developing Customer Relationships 389 Chapter 12: Managing Relationships and Building Loyalty Chapter 13: Complaint Handling and Service Recovery Part V: Striving for Service Excellence Chapter 14: Improving Service Quality and Productivity Chapter 15: Building a World-Class Service Organization Part VI: Cases