Wirtz, Jochen, author.
Services marketing : people, technology, strategy / Jochen Wirtz, Christopher Lovelock / - Ninth edition. - New Jersey : World Scientific Publishing Co. Inc., c2022. - xvii, 665 pages : color illustrations ; 28 cm
Includes bibliographical references and index.
Part I : Understanding service products, markets, 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 : Case studies
In English text.
9781944659820 (paperback)
Marketing--Management.
Professions--Marketing.
Service industries--Marketing.
Customer services--Marketing.
HF 5415.13 / W57 2022
Services marketing : people, technology, strategy / Jochen Wirtz, Christopher Lovelock / - Ninth edition. - New Jersey : World Scientific Publishing Co. Inc., c2022. - xvii, 665 pages : color illustrations ; 28 cm
Includes bibliographical references and index.
Part I : Understanding service products, markets, 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 : Case studies
In English text.
9781944659820 (paperback)
Marketing--Management.
Professions--Marketing.
Service industries--Marketing.
Customer services--Marketing.
HF 5415.13 / W57 2022