Services marketing :
Lovelock, Christopher H.
Services marketing : people, technology, strategy / Christopher Lovelock, Jochen Wirtz. - 6th ed. - Upper Saddle River, N.J. : Pearson/Prentice Hall, c2007. - xx, 648 p. : ill. ; 29 cm.
Includes bibliographical references and index
Section One: The Role of Marketing in Developing Successful business Strategies Chapter 1 The Marketing Management Process Chapter 2 The Marketing Implications of Corporate and Business Strategies Section Two: Market Opportunity Analysis Chapter 3 Understanding Market Opportunities Chapter 4 Understanding Consumer Buying Behavior Chapter 5 Understanding Organizational Markets and Buying Behavior Chapter 6 Measuring Market Opportunities: Forecasting and Marketing Knowledge Chapter 7 Targeting Attractive Market Segments Chapter 8 Differentiation and Positioning Section Three: Developing Strategic Marketing Programs Chapter 9 Business Strategies: A Foundation for Marketing Program Decisions Chapter 10 Product Decisions Chapter 11 Pricing Decisions Chapter 12 Distribution Channel Decisions Chapter 13 Integrated Promotion Decisions Section Four: Strategic Marketing Programs for Selected Situations Chapter 14 Marketing Strategies for the New Economy Chapter 15 Strategies for the New and Growing Markets Chapter 16 Strategic Choices for Mature and Declining Markets Section Five: Implementing and Controlling Marketing Programs Chapter 17 Organizing and Planning for Effective Implementation Chapter 18 Measuring and Delivering Marketing Performance
0131875523 (alk. paper) 9780131875524 (alk. paper)
Marketing--Management.
Professions--Marketing.
Service industries--Marketing.
Customer services--Marketing.
HF5415.13 / .L5883
Services marketing : people, technology, strategy / Christopher Lovelock, Jochen Wirtz. - 6th ed. - Upper Saddle River, N.J. : Pearson/Prentice Hall, c2007. - xx, 648 p. : ill. ; 29 cm.
Includes bibliographical references and index
Section One: The Role of Marketing in Developing Successful business Strategies Chapter 1 The Marketing Management Process Chapter 2 The Marketing Implications of Corporate and Business Strategies Section Two: Market Opportunity Analysis Chapter 3 Understanding Market Opportunities Chapter 4 Understanding Consumer Buying Behavior Chapter 5 Understanding Organizational Markets and Buying Behavior Chapter 6 Measuring Market Opportunities: Forecasting and Marketing Knowledge Chapter 7 Targeting Attractive Market Segments Chapter 8 Differentiation and Positioning Section Three: Developing Strategic Marketing Programs Chapter 9 Business Strategies: A Foundation for Marketing Program Decisions Chapter 10 Product Decisions Chapter 11 Pricing Decisions Chapter 12 Distribution Channel Decisions Chapter 13 Integrated Promotion Decisions Section Four: Strategic Marketing Programs for Selected Situations Chapter 14 Marketing Strategies for the New Economy Chapter 15 Strategies for the New and Growing Markets Chapter 16 Strategic Choices for Mature and Declining Markets Section Five: Implementing and Controlling Marketing Programs Chapter 17 Organizing and Planning for Effective Implementation Chapter 18 Measuring and Delivering Marketing Performance
0131875523 (alk. paper) 9780131875524 (alk. paper)
Marketing--Management.
Professions--Marketing.
Service industries--Marketing.
Customer services--Marketing.
HF5415.13 / .L5883