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.
a) The nature of the modern service economy, B2B services, outsourcing and offshoring are covered inChapter 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 marketingcommunications 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 emotionprints, 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, effectiveleadership in service organization, and leadership styles.
e) This book presents a global perspective, with examples carefully selected from America, Europe, andAsia; for example, insurers eyeing an untapped Indian customer base after demonetization, Instagram adding 100m users in four months, Ola criticizing Uber over 'predatory pricing' in India, mobile upstarts(like Reliance Jio) innovating faster than oligopolies, reasons for the growth of flower subscription
services, etc.
| Books Information | |
| Author Name | Jayanta Chatterjee |
| Edition | 8th |
| Condition of Book | Used |
- Stock: In Stock
- Model: sg821
