Society Wills & Kimura Service Marketing / Wills J. / Love Rock C.

Product description ※Please note that product information is not in full comprehensive meaning because of the machine translation.

Society
[Content introduction]
Services and Marketing 『 of Loverock & Wills, a text 』 with a global reputation for its adoption of a powerful managerial approach, presented through a coherent and advanced pedagogical framework rooted in solid academic research. Based on its 9th edition, which has been extensively revised to include the latest academic research, industry trends, technology, social media, and examples, this book is translated by new co-author Professor Tatsuya Kimura Kimura, adding Japanese examples to make it more useful to Japanese readers.
Ideal for students and business person who want to learn service marketing from a broader management perspective.
Contents
Part I Understand Service Products, Markets, and Customers
Chapter 1 Creating Value in the Service Economy
1. Why We Learn About Services
New Jobs Created by the Service Industry
Marketing Exchange
2. What Is the Service Industry
Managing Marketing
3. Defining Services
Value Without Ownership
Defining Services
Four Categories of br>
Customer Loyalty
5. Conclusion
Chapter 3 Positioning of Services in Competitive Markets
1. Customer-Driven Service Marketing
STP : Segmentation, Targeting, and Positioning
2. Segmentation of the Service Market
Critical Service Attributes
Segmentation by Service Level
3. Positioning of the Service Business
5. Positioning of the Service Business
Positioning of the Service Business
Barriers to International Trade
9. Conclusion
Chapter 6 Pricing and Revenue Management for Services
1. Effective Pricing for Successful Operations
Dynamic Pricing
Pricing Objectives
2. Three Foundations of Pricing Strategies
Cost Based Pricing
Reducing Associated Costs
Competitive Pricing
3. How Revenue Management Works
Price Elasticity
blue print of customer experience (restaurant example) profit communion communion communion blue print Three part Service Development
Identify points of failure
Set Service Standards and Objectives
Consumer Perceptions and Feelings in Service Process Design
4. Redesign Service Processes
Improve Quality and Productivity through Redesign Service Processes
5. Customer Participation in Service Processes
Customer Participation in Service Processes
Customers as Service Co-Creators
Customers as Service Co-Creators
6. Evolving Service Technologies
Colors
Spatial layout and functionality
Signs, symbols and ornaments
People as part of the service environment
5. Implementation of comprehensive measures
Overall view
Design from the customer's perspective
How to create a service landscape
6. Conclusion
Chapter 11 Staff Management for Advantage
Role of Service Personnel in Customer Loyalty and Competitive Advantage
Service with less customer contact
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Analyze Factors of Defection
Address Customer Defection
Effective Complaint Processing and Service Recovery
Transition Costs
6. Promoting Customer Loyalty Strategies
Customer Loyalty in Transactional Marketing
Customer Relationship Marketing
Membership Enabling Loyalty Strategies
7. Customer Relationship Management (CRM)
Objectives of the CRM system
Failures in CRM deployment
Objectives of the CRM system
10. Improving Service Productivity
General Productivity Strategy
Increasing Audience Driven Productivity
The Impact of Increased Productivity on Quality and Value
11. Wrap-up
Chapter 15 Building an Excellent Services Organization
1. Customer Satisfaction and Business Performance
2. Building an Excellent Services Organization
Delivering four levels of service
Moving to higher levels
3. Wrap-up