Description
PEARSON INDIA Services Marketing People Technology Strategy 8Th Edition by Jochen Wirtz and lovelock
The nature of the modern service economy, B2B services, outsourcing and offshoring are covered in Chapter 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.
Chapter 7 is now tightly organized around the 5 Ws model, a new section on the services marketing communications funnel has been added, and the coverage of new media (including social media, mobile apps, and QR codes) is significantly expanded.
Chapter 8 has a new section on emotionprints, and covers service blueprinting in more detail.
Chapter 11 has new sections on a service-oriented culture, how to build a climate for service, effective leadership in service organization, and leadership