Services Marketing / Edition 3

Services Marketing / Edition 3

by Christopher H. Lovelock
     
 

ISBN-10: 0134558413

ISBN-13: 9780134558417

Pub. Date: 01/28/1996

Publisher: Prentice Hall Professional Technical Reference

Significantly revised, restructured, and updated to reflect the challenges facing service managers in the 21st century, this book combines conceptual rigor with real world examples and practical applications. Exploring both concepts and techniques of marketing for an exceptionally broad range of service categories and industries, the Fifth Edition reinforces practical…  See more details below

Overview

Significantly revised, restructured, and updated to reflect the challenges facing service managers in the 21st century, this book combines conceptual rigor with real world examples and practical applications. Exploring both concepts and techniques of marketing for an exceptionally broad range of service categories and industries, the Fifth Edition reinforces practical management applications through numerous boxed examples, eight up-to-date readings from leading thinkers in the field, and 15 recent cases. For professionals with a career in marketing, service-oriented industries, corporate communication, advertising, and/or public relations.

Product Details

ISBN-13:
9780134558417
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
01/28/1996
Edition description:
Older Edition
Pages:
660
Product dimensions:
7.35(w) x 9.58(h) x 1.45(d)

Table of Contents

Preface
About the Authors
Pt. 1Understanding Service Products, Consumers, and Markets1
Ch. 1Introduction to Services Marketing3
Ch. 2Consumer Behavior in Service Encounters29
Ch. 3Positioning Services in Competitive Markets57
Readings
"Service Theater: An Analytical Framework for Services Marketing"78
"How We Built a Strong Company in a Weak Industry"88
Pt. 2Key Elements of Services Marketing93
Ch. 4Creating the Service Product95
Ch. 5Designing the Communications Mix for Services124
Ch. 6Pricing and Revenue Management151
Ch. 7Distributing Services181
Readings
"Cultivating Service Brand Equity"207
"The Strategic Levers of Yield Management"217
Pt. 3Managing the Service Delivery Process229
Ch. 8Designing and Managing Service Processes231
Ch. 9Balancing Demand and Capacity259
Ch. 10Planning the Service Environment285
Ch. 11Managing People for Service Advantage309
Readings
"How to Lead the Customer Experience"341
"The High Cost of Lost Trust"343
Pt. 4Implementing Services Marketing349
Ch. 12Managing Relationships and Building Loyalty351
Ch. 13Customer Feedback and Service Recovery381
Ch. 14Improving Service Quality and Productivity405
Ch. 15Organizing for Service Leadership437
Readings
"Where Should the Next Marketing Dollar Go?"462
"Why Service Stinks"466
"Linking Actions to Profits in Strategic Decision Making"474
Case 1Sullivan Ford Auto World486
Case 2Four Customers in Search of Solutions491
Case 3Commerce Bank492
Case 4Giordano: International Expansion505
Case 5Aussie Pooch Mobile520
Case 6Visiting Nurse Associations of America533
Case 7Accra Beach Hotel: Block Booking of Capacity during a Peak Period546
Case 8Coyote Loco: Evaluating Opportunities for Revenue Management552
Case 9Menton Bank563
Case 10Vick's Pizza Corporation572
Case 11Hilton HHonors Worldwide: Loyalty Wars575
Case 12Massachusetts Audubon Society588
Case 13The Accellion Service Guarantee604
Case 14aInnovation at Progressive (A): Pay-As-You-Go Insurance607
Case 14bInnovation at Progressive (B): Homeowners Insurance620
Case 14cInnovation at Progressive (C): Auto Repair625
Case 15TLContact.com627
Credits641
Name Index643
Subject Index648

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