Essentials of Services Marketing / Edition 2

Essentials of Services Marketing / Edition 2

by Jochen Wirtz, Patricia Chew, Christopher H Lovelock
     
 

ISBN-10: 9810686188

ISBN-13: 9789810686185

Pub. Date: 10/22/2012

Publisher: FT Press

Make it easy for students to understand: Clear, Simple Language and Visual Learning Aids

The authors use simple English and short sentences to help students grasp concepts more easily and quickly. The text consists of full-colored learning cues, graphics, and diagrams to capture student attention and help them visualize

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Overview

Make it easy for students to understand: Clear, Simple Language and Visual Learning Aids

The authors use simple English and short sentences to help students grasp concepts more easily and quickly. The text consists of full-colored learning cues, graphics, and diagrams to capture student attention and help them visualize concepts.

Know Your ESM presents quick review questions designed to help students consolidate their understanding of key chapter concepts.

Make it easy for students to relate: Cases and Examples written with a Global Outlook

The first edition global outlook is retained by having an even spread of familiar cases and examples from the world¿s major regions: 40% from American, 30% from Asia and 30% from Europe.

Help students see how various concepts fit into the big picture: Revised Framework

An improved framework characterized by stronger chapter integration as well as tighter presentation and structure.

Help instructors to prepare for lessons: Enhanced Instructor Supplements

· Instructor¿s Manual: Contain additional individual and group class activities. It also contains chapter-by-chapter teaching suggestions.

· Powerpoint Slides: Slides will feature example-based teaching using many examples and step-by-step application cases to teach and illustrate chapter concepts.

· Test Bank: Updated Test Bank that is Test Gen compatible.

· Video Bank: Corporate videos and advertisements help link concept to application. Videos will also come with teaching notes and/or a list of questions for students to answer.

· Case Bank: Cases can be in PDF format available for download as an Instructor Resource.

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Product Details

ISBN-13:
9789810686185
Publisher:
FT Press
Publication date:
10/22/2012
Edition description:
New Edition
Pages:
679
Sales rank:
402,974
Product dimensions:
8.40(w) x 10.80(h) x 0.90(d)

Table of Contents

PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS

Chapter 1: Introduction to Services Marketing

Chapter 2: Consumer Behavior in a Services Context

Chapter 3: Positioning Services in Competitive Markets

PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES

Chapter 4: Developing Service Products: Core and Supplementary Elements

Chapter 5: Distributing Services through Physical and Electronic Channels

Chapter 6: Setting Prices and Implementing Revenue Management

Chapter 7: Promoting Services and Educating Customers

PART III — DESIGNING AND MANAGING THE CUSTOMER INTERFACE

Chapter 8: Designing and Managing Service Processes

Chapter 9: Balancing Demand and Capacity

Chapter 10: Crafting the Service Environment

Chapter 11: Managing People for Service Advantage

PART IV — DEVELOPING CUSTOMER RELATIONSHIPS

Chapter 12: Managing Relationships and Building Loyalty

Chapter 13: Complaint Handling and Service Recovery

PART V — STRIVING FOR SERVICE EXCELLENCE

Chapter 14: Improving Service Quality and Productivity

Chapter 15: Organizing for Service Leadership

PART V — STRIVING FOR SERVICE EXCELLENCE

Chapter 14: Improving Service Quality and Productivity

Chapter 15: Organizing for Service Leadership

PART VI — CASE STUDIES

Case 1: Sullivan Ford Auto World

Case 2: Dr Beckett’s Dental Office

Case 3: Bouleau & Huntley: Cross-Selling Professional Services

Case 4: Banyan Tree: Branding the Intangible

Case 5: Giordano: Positioning for International Expansion

Case 6: Kiwi Experience

Case 7: Distribution at American Airlines (A)

Case 8: Managing Word-of-Mouth: Referral Incentive Program that Backfired

Case 9: Accra Beach Hotel: Block Booking of Capacity

Case 10: Revenue Management of Gondolas

Case 11: Aussie Pooch Mobile

Case 12: Shouldice Hospital Limited (Abridged)

Case 13: Red Lobster

Case 14: Singapore Airlines: Aligning Strategy and Organization

Case 15: Customer Asset Management at DHL in Asia

Case 16: Dr Mahalee Goes to London

Case 17: Hilton HHonors Worldwide: Loyalty Wars

Case 18: Royal Dining Membership Program Dilemma

Case 19: Complaint Letter

Case 20: The Broadstripe Service Guarantee

Case 21: Starbucks: Delivering Customer Service

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