Services Marketing 7 edition Lovelock 9780273756064

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

The fundamentals of services marketing presented in a strategic marketing framework.

Organized around a strategic marketing framework Services Marketing provides instructors with maximum flexibility in teaching while guiding students into the consumer and competitive environments in services marketing.

The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.

Features

For undergraduate and graduate services marketing courses.

The fundamentals of services marketing presented in a strategic marketing framework.

Organized around a strategic marketing framework Services Marketing provides instructors with maximum flexibility in teaching while guiding students into the consumer and competitive environments in services marketing.

The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.

More! Global cases and examples: Examples from Europe, the Middle East and Asia help students in these regions relate to the key issues more easily.

NEW! Get students to build on their principles of marketing knowledge: Revised Framework. The text is organized around a revised framework that seamlessly builds on the topics learned in a principles or marketing management course:

Part I explains the nature of services, how to understand services, how consumer behavior relates to services, and how to position services. This part lays the foundation for studying services and learning how to become an effective service marketer.

Part II covers the development of the service concept and its value proposition, and revisits the traditional marketing mix—Product, Place, Price, and Promotion—expanding each of the 4 P’s to apply to specific services characteristics.

Part III focuses on managing the interface between customers and the service organization. It covers the additional 3 P's (Process, Physical Environment, and People) that are specific to services marketing.

Part IV addresses four key issues in implementing and managing effective services marketing. These four issues include building customer loyalty, complaint handling and service recovery, improving service quality and productivity, and striving for service leadership.