Services Marketing, 6th edition

Published by Pearson (December 1, 2014) © 2015

  • Christopher H Lovelock University of North Carolina
  • Paul Patterson University of New South Wales
  • Jochen Wirtz National University of Singapore
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Title overview

For undergraduate and graduate-level courses in Services Marketing

Services Marketing is well known for its authoritative presentation and strong instructor support. This edition continues to deliver on this promise.

Contemporary Services Marketing concepts and techniques are presented in an Australian and Asia-Pacific context.

In this edition, the very latest ideas in the subject are brought to life with new and updated case studies covering the competitive world of services marketing.

New design features and a greater focus on Learning Objectives in each chapter make this an even better guide to Services Marketing for students. The strategic marketing framework gives instructors maximum flexibility in teaching.

Samples

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Table of contents

  • Part 1 Understanding the nature of service products and markets
  • 1 Marketing in the service economy
  • 2 Customer behaviour, culture and service encounters
  • 3 Positioning services in competitive markets 67
  • Part 2 Building the service model and creating customer value
  • 4 Developing service products: core and supplementary service elements
  • 5 Distributing services through physical and electronic channels
  • 6 Understanding costs and developing pricing strategy
  • 7 Balancing productive capacity and demand
  • 8 Integrated services marketing communications
  • 9 Managing people for service advantage
  • 10 Crafting the service environment
  • Part 3 Challenges for senior management
  • 11 Managing the customer service function
  • 12 Customer satisfaction and service quality
  • 13 Managing relationships and building loyalty
  • 14 Handling customer complaints and managing service recovery
  • Part 4 Cases

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