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

PART I. UNDERSTANDING SERVICES.

1. Why Study Services?
2. Understanding Service Processes.
3. Customer Contact with Service Organizations.
4. Service from the Customer's Viewpoint.

PART II. CREATING VALUE THROUGH SERVICE.

5. Productivity and Quality: Two Sides of the Same Coin.
6. Managing Relationships and Building Customer Loyalty.
7. Complaint Handling and Service Recovery.

PART III. SERVICE MARKETING STRATEGY.

8. Service Positioning and Design.
9. Adding Value with Supplementary Service Elements.
10. Designing Service Delivery Systems.
11. Price and Other Costs.
12. Customer Education and Service Promotion.

PART IV. INTEGRATING MARKETING WITH OPERATIONS AND HUMAN RESOURCE MANAGEMENT.

13. Tools for Service Marketers.
14. Balancing Demand and Capacity.
15. Managing Handling Waiting Lines and Reservations.
16. Service Employees: From Recruitment to Retention.
Cases.
Glossary.
Index.

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