Detalles del Título
Detalles del Título

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Título Services marketing: people, technology, strategy. - Séptima edición.Libros / Impreso - Libros
Autor(es) Lovelock, Christopher H. (Autor)
Wirtz, Jochen (Autor)
Publicación Boston, Massachusetts : Prentice Hall, c2011
Descripción Física xxii, 626 páginas : ilustraciones ; 29 cm.
Idioma Inglés;
ISBN 0136107214
Clasificación(es) 658.8
MERCADEO
Materia(s) Mercadeo; Industria de servicios; Servicio al cliente; Mercadeo de servicios;
Nota(s) Incluye referencias bibliográficas e índice
CONTENIDO: Understanding service products, consumers, and markets. New perspectives on marketing in the service economy -- Customer behavior in a services context -- Positioning services in competitive markets -- Applying the 4 Ps of marketing to services. Developing service products: core and supplementary elements -- Distributing services through physical and electronic channels -- Setting prices and implementing revenue management -- Promoting services and educating customers -- Managing the customer interface. Designing and managing service processes -- Balancing demand and productive capacity -- Crafting the service environment -- Managing people for service advantage -- Implementing profitable service strategies. Managing relationships and building loyalty -- Complaint handling and service recovery -- Improving service quality and productivity -- Striving for service leadership.
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Disponibilidad
CodBarras Localización Piso Signatura Estado Categoría
099097Biblioteca Universidad Icesi2658.8/L911s/2011DisponibleCol. Alt Tra