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

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 xvii
About the Authors xix
PART One Understanding Services 1(84)
Why Study Services?
2(22)
Understanding Service Processes
24(20)
Customer Contact with Service Organizations
44(20)
Service from the Customer's Viewpoint
64(21)
PART Two Creating Value through Service 85(66)
Productivity and Quality: Two Sides of the Same Coin
86(22)
Managing Relationships and Building Customer Loyalty
108(24)
Complaint Handling and Service Recovery
132(19)
PART Three Service Marketing Strategy 151(114)
Service Positioning and Design
152(22)
Adding Value with Supplementary Product Elements
174(22)
Designing Service Delivery Systems
196(23)
Price and Other Costs of Service
219(23)
Customer Education and Service Promotion
242(23)
PART Four Integrating Marketing with Operations and Human Resource Management 265(82)
Tools for Service Marketers
266(21)
Balancing Demand and Capacity
287(17)
Managing Waiting Lines and Reservations
304(22)
Service Employees: From Recruitment to Retention
326(21)
Cases 347(41)
Endnotes 388(9)
Glossary 397(7)
Credits 404(1)
Index 405

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