Essentials of Services Marketing 4th Edition Jochen Christopher Patricia 1292425164 9781292425160

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Product details:

• ISBN 10: 1292425164 
• ISBN 13: 9781292425160
• Author: Jochen Wirtz and Christopher H Lovelock and Patricia Chew

Forundergraduate courses in services marketing As economies across the world continue to transition toward services,skills in marketing and managing services have never been more important. Essentialsof Services Marketing, 4e, captures the reality of today’sworld, incorporates recent academic and managerial thinking, and illustratescutting-edge service concepts. Designedto provide a crisp introduction to key topics in the field, this book placesmarketing issues within a broader general management context and shows therelationships between the marketing, operations, IT, and human resourcesfunctions in service firms.

Table of contents:

Part I: Understanding Service Markets, Products, and Customers

Part II: Applying the 4 Ps of Marketing to Services

Part III: Managing the Customer Interface

Part IV: Developing Customer Relationships

Part V: Striving for Service Excellence

Part VI: Cases

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