Services Marketing People Technology Strategy 8e Indian Subcontinent Edition Jochen Wirtz 1259061043 9789332587687

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Product details:

• ISBN-10 ‏ : ‎ 1259061043
  ISBN-13 ‏ : ‎ 9789332587687
• Author: Jochen Wirtz

Services Marketing: People, Technology, Strategy, 8e, is a globally renowned textbook for services marketing. This book takes a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Incorporating the latest academic research, industry trends and technology, social media and case examples, the present edition is suitable for students who want to gain a wider managerial view of the subject. Features a) The nature of the modern service economy, B2B services, outsourcing and offshoring are covered in Chapter 1. The Service-Profit Chain, featured in Chapter 15 in the previous editions, has been moved here to serve as a guiding framework for the book. b) Chapter 7 is now tightly organized around the 5 Ws model, a new section on the services marketing communications funnel has been added and the coverage of new media (including social media, mobile apps and QR codes) is significantly expanded. c) Chapter 8 has a new section on emotion prints and covers service blueprinting in more detail. d) Chapter 11 has new sections on a service-oriented culture, how to build a climate for service, effective leadership in service organization and leadership styles. e) This book presents a global perspective, with examples carefully selected from America, Europe, and Asia

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