Essentials of Services Marketing

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More About This Textbook

Product Details

  • ISBN-13: 9789810679958
  • Publisher: Prentice Hall
  • Publication date: 11/29/2008
  • Edition description: New Edition
  • Pages: 600
  • Product dimensions: 8.40 (w) x 10.80 (h) x 0.90 (d)

Table of Contents

Part I: Understanding Service Products, Consumers and Markets

Ch 1: Introduction to Services Marketing

Ch 2: Consumer Behavior in a Services Context

Ch 3: Positioning Services in Competitive Markets

Part II: Applying the 4Ps to Services

Ch 4: Developing the Service Concept: Core and Supplementary Elements

Ch 5: Distributing Service Through Physical and Electronic Channels

Ch 6: Setting Prices and Implementing Revenue Management

Ch 7: Promoting Services and Educating Customers

Part III: Managing the Customer Interface

Ch 8: Developing and Managing Service Processes

Ch 9: Balancing Demand Against Productive Capacity

Ch 10: Crafting the Service Environment

Ch 11: Managing People for Service Advantage

Part IV: Implementing Profitable Service Strategies

Ch 12: Managing Relationships and Building Loyalty

Ch 13: Complaint Handling and Service Recovery

Ch 14: Improving Service Quality and Productivity

Ch 15: Organizing for Change Management and Service Leadership

Cases

Case 1: Sullivan Ford Auto World

Case 2: Four Customers in Search of Solutions

Case 3: Banyan Tree: Branding the Intangible

Case 4: Ginger: Smart BasicsTM

Case 5: Managing Word-of-Mouth: The Referral Incentive Program that Backfired

Case 6: Capital One: Launching a Mass Media Campaign

Case 7: Revenue Management of Gondola: Maintaining the Balance Between Tradition and Revenue

Case 8: The Accra Beach Hotel: Block Booking of Capacity During a Peak Period

Case 9: Aussie Pooch Mobile

Case 10: Biometrics Meets Service

Case 11: Shouldice Hospital Limited (Abridged)

Case 12: Red Lobster

Case 13: Menton Bank

Case 14: Dr. Mahalee Goes to London

Case 15: GoodLife Fitness Clubs

Case 16: Customer Asset Management at DHL in Asia

Case 17: The Complaint Letter

Case 18: The Accellion Service Guarantee

Case 19: Using Technology to Revolutionize the Library Experience of Singaporean Readers

Case 20: Dr Beckett’s Dental Office

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