Factors Influencing Sales Promotion in Telecommunication Sector

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Services Marketing
Sixth Edition


Services Marketing
People, Technology, Strategy

Christopher Lovelock
Yale University

Jochen Wirtz
National University of Singapore

Upper Saddle River, New Jersey 07458

Library of Congress Cataloging-in-Publication Data Lovelock, Christopher H. Services marketing : people, technology, strategy / Christopher Lovelock, Jochen Wirtz.—6th ed. p. cm. Includes bibliographical references and index. ISBN 0-13-187552-3 (alk. paper) 1. Marketing—Management. 2. Professions—Marketing. 3. Service industries— Marketing. 4. Customer services—Marketing. I. Wirtz, Jochen. II. Title. HF5415.13.L5883 2007 658.8—dc22 2006024219

Senior Acquisitions Editor: Katie Stevens VP/Editorial Director: Jeff Shelstad Product Development Manager: Ashley Santora Project Manager: Melissa Pellerano Editorial Assistant: Christine Ietto Marketing Assistant: Laura Cirigliano Associate Director, Production Editorial: Judy Leale Managing Editor: Renata Butera Permissions Coordinator: Charles Morris Associate Director, Manufacturing: Vinnie Scelta Manufacturing Buyer: Michelle Klein Design/Composition Manager: Christy Mahon Composition Liaison: Suzanne Duda Art Director: Jayne Conte Manager, Cover Visual Research & Permissions: Karen Sanatar Composition: Techbooks Full-Service Project Management: Techbooks Printer/Binder: Courier Westford Typeface: 10/12 Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on page 633.

Copyright © 2007, 2004 by Christopher H. Lovelock and Jochen Wirtz, © 2001, 1996, 1991, 1984 by Christopher H. Lovelock. Pearson Prentice Hall. All rights reserved. Printed in the United States of America. This publication is protected by Copyright and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. For information regarding permission(s), write to: Rights and Permissions Department. Pearson Prentice Hall™ is a trademark of Pearson Education, Inc. Pearson® is a registered trademark of Pearson plc Prentice Hall® is a registered trademark of Pearson Education, Inc. Pearson Education LTD. Pearson Education Singapore, Pte. Ltd. Pearson Education, Canada, Ltd. Pearson Education–Japan Pearson Education Australia PTY, Limited Pearson Education North Asia Ltd. Pearson Educación de Mexico, S.A. de C.V. Pearson Education Malaysia, Pte. Ltd.

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As a team, Christopher Lovelock and Jochen Wirtz provide a blend of skills and experience that’s ideally suited to writing an authoritative and engaging services marketing text. This book marks their second collaboration on an edition of Services Marketing. Since first meeting in 1992, they’ve worked together on a variety of projects, including cases, articles, conference papers, two Asian adaptations of earlier editions of Services Marketing, and Services Marketing in Asia: A Case Book. In 2005, both were actively involved in planning the American Marketing Association’s biennial Service Research Conference, hosted that year by the National University of Singapore and attended by participants from 22 countries on five continents.

Christopher Lovelock is one of the pioneers of services marketing. Based in Massachusetts, he consults and gives seminars and workshops for managers around the world, with a particular focus on strategic planning in services and managing the customer experience. Since 2001, he has been an adjunct professor at the Yale School of Management, where he teaches an MBA services marketing course. After obtaining a BCom and an MA in economics from the University of Edinburgh, he worked in advertising with the London office of J. Walter...
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