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11 cze 2022 · The 9th edition of the best-selling text Services Marketing: People, Technology, Strategy will be available in Aug 2021.
- (PDF) Services Marketing - ResearchGate
PDF | On Jun 1, 2015, Maria Johann published Services...
- (PDF) Services Marketing - ResearchGate
Services Marketing: People, Technology, Strategy is the ninth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples.
Services Marketing. The late Christopher Lovelock was one of the pioneers of services marketing. He consulted and gave seminars and workshops for managers around the world, with a particular focus on strategic planning in services and managing the customer experience.
We also define the nature of services and how they create value for customers without transfer of ownership. The chapter highlights some distinctive challenges involved in marketing services and introduces the 7 Ps of services marketing.
Services marketing is a sub-field of marketing, which can be split into the two main areas of goods marketing (which includes the marketing of fast-moving consumer goods (FMCG) and durables) and services marketing. Services marketing typically refer to both business to consumer (B2C) and business-to-business (B2B) services, and include ...
1 cze 2015 · PDF | On Jun 1, 2015, Maria Johann published Services Marketing | Find, read and cite all the research you need on ResearchGate.
1. Introduction to Services Marketing, Understanding Service Characteristics, Product versus Services, Classification of Services, Services Marketing Environment. 2. 7Ps of Services Marketing Mix, Purchase Process for services. 3. Customer Expectations and Perceptions of Services through Marketing Research, CRM in services. 4.
