Principles of Services Marketing and Management

Principles of Services Marketing and Management

by Christopher H. Lovelock, Lauren Wright
     
 

ISBN-10: 013676875X

ISBN-13: 9780136768753

Pub. Date: 01/06/1999

Publisher: Prentice Hall Professional Technical Reference

This clear, accessible book presents an integrated approach to the study of services that places marketing issues within a broader general management context. It emphasizes the fact that service organizations differ in many important respects from manufacturing businesses, requiring a distinctive approach to planning and implementing marketing strategy. Coverage is…  See more details below

Overview

This clear, accessible book presents an integrated approach to the study of services that places marketing issues within a broader general management context. It emphasizes the fact that service organizations differ in many important respects from manufacturing businesses, requiring a distinctive approach to planning and implementing marketing strategy. Coverage is comprised of 16 chapters and 12 short- to medium-length cases that let readers apply what they've learned to real-world settings and fully understand the complexities of service management—including the interactions between marketing, operations, and human resources.

Product Details

ISBN-13:
9780136768753
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
01/06/1999
Edition description:
Older Edition
Pages:
414
Product dimensions:
8.82(w) x 11.24(h) x 0.88(d)

Table of Contents

Preface
About the Authors
Pt. 1Understanding Services1
Ch. 1Why Study Services?2
Ch. 2Understanding Service Processes24
Ch. 3Customer Contact with Service Organizations44
Ch. 4Service from the Customer's Viewpoint64
Pt. 2Creating Value through Service85
Ch. 5Productivity and Quality: Two Sides of the Same Coin86
Ch. 6Managing Relationships and Building Customer Loyalty108
Ch. 7Complaint Handling and Service Recovery132
Pt. 3Service Marketing Strategy151
Ch. 8Service Positioning and Design152
Ch. 9Adding Value with Supplementary Product Elements174
Ch. 10Designing Service Delivery Systems196
Ch. 11Price and Other Costs of Service219
Ch. 12Customer Education and Service Promotion242
Pt. 4Integrating Marketing with Operations and Human Resource Management265
Ch. 13Tools for Service Marketers266
Ch. 14Balancing Demand and Capacity287
Ch. 15Managing Waiting Lines and Reservations304
Ch. 16Service Employees: From Recruitment to Retention326
Cases347
Endnotes388
Glossary397
Credits404
Index405

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