Principles of Services Marketing and Management

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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.
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Editorial Reviews

Booknews
Presents an integrated approach to the study of services that places marketing issues within a broader general management context, for courses in service marketing or service management. Contains units on understanding services, creating value through service, service marketing strategy, and integrating marketing with operations and human resource management. Pedagogical features include margin notes, review questions, exercises, and cases, plus a glossary. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780136768753
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 1/6/1999
  • 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. 1 Understanding Services 1
Ch. 1 Why Study Services? 2
Ch. 2 Understanding Service Processes 24
Ch. 3 Customer Contact with Service Organizations 44
Ch. 4 Service from the Customer's Viewpoint 64
Pt. 2 Creating Value through Service 85
Ch. 5 Productivity and Quality: Two Sides of the Same Coin 86
Ch. 6 Managing Relationships and Building Customer Loyalty 108
Ch. 7 Complaint Handling and Service Recovery 132
Pt. 3 Service Marketing Strategy 151
Ch. 8 Service Positioning and Design 152
Ch. 9 Adding Value with Supplementary Product Elements 174
Ch. 10 Designing Service Delivery Systems 196
Ch. 11 Price and Other Costs of Service 219
Ch. 12 Customer Education and Service Promotion 242
Pt. 4 Integrating Marketing with Operations and Human Resource Management 265
Ch. 13 Tools for Service Marketers 266
Ch. 14 Balancing Demand and Capacity 287
Ch. 15 Managing Waiting Lines and Reservations 304
Ch. 16 Service Employees: From Recruitment to Retention 326
Cases 347
Endnotes 388
Glossary 397
Credits 404
Index 405
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