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|About the Authors|
|Pt. 1||Understanding Service Products, Consumers, and Markets||1|
|Ch. 1||Introduction to Services Marketing||3|
|Ch. 2||Consumer Behavior in Service Encounters||29|
|Ch. 3||Positioning Services in Competitive Markets||57|
|"Service Theater: An Analytical Framework for Services Marketing"||78|
|"How We Built a Strong Company in a Weak Industry"||88|
|Pt. 2||Key Elements of Services Marketing||93|
|Ch. 4||Creating the Service Product||95|
|Ch. 5||Designing the Communications Mix for Services||124|
|Ch. 6||Pricing and Revenue Management||151|
|Ch. 7||Distributing Services||181|
|"Cultivating Service Brand Equity"||207|
|"The Strategic Levers of Yield Management"||217|
|Pt. 3||Managing the Service Delivery Process||229|
|Ch. 8||Designing and Managing Service Processes||231|
|Ch. 9||Balancing Demand and Capacity||259|
|Ch. 10||Planning the Service Environment||285|
|Ch. 11||Managing People for Service Advantage||309|
|"How to Lead the Customer Experience"||341|
|"The High Cost of Lost Trust"||343|
|Pt. 4||Implementing Services Marketing||349|
|Ch. 12||Managing Relationships and Building Loyalty||351|
|Ch. 13||Customer Feedback and Service Recovery||381|
|Ch. 14||Improving Service Quality and Productivity||405|
|Ch. 15||Organizing for Service Leadership||437|
|"Where Should the Next Marketing Dollar Go?"||462|
|"Why Service Stinks"||466|
|"Linking Actions to Profits in Strategic Decision Making"||474|
|Case 1||Sullivan Ford Auto World||486|
|Case 2||Four Customers in Search of Solutions||491|
|Case 3||Commerce Bank||492|
|Case 4||Giordano: International Expansion||505|
|Case 5||Aussie Pooch Mobile||520|
|Case 6||Visiting Nurse Associations of America||533|
|Case 7||Accra Beach Hotel: Block Booking of Capacity during a Peak Period||546|
|Case 8||Coyote Loco: Evaluating Opportunities for Revenue Management||552|
|Case 9||Menton Bank||563|
|Case 10||Vick's Pizza Corporation||572|
|Case 11||Hilton HHonors Worldwide: Loyalty Wars||575|
|Case 12||Massachusetts Audubon Society||588|
|Case 13||The Accellion Service Guarantee||604|
|Case 14a||Innovation at Progressive (A): Pay-As-You-Go Insurance||607|
|Case 14b||Innovation at Progressive (B): Homeowners Insurance||620|
|Case 14c||Innovation at Progressive (C): Auto Repair||625|
The world of services has changed in dramatic ways since the first edition of Services Marketing. This new edition represents a significant revision, restructuring, and updating of the book to reflect the challenges facing service managers in the early 21st century. We've pooled our skills in teaching, consulting, and research to create a versatile, flexible text for instructors teaching in a variety of environments.
Services Marketing, Fifth Edition, takes a strongly managerial perspective, but the text is rooted in solid academic research, complemented by memorable concepts and frameworks. We designed the book to bridge the all-too-frequent gap between the real world and academic theory. Practical management applications are reinforced by numerous in-text boxed examples within the 15 chapters, along with 8 up-to-date readings from leading thinkers in the field and 15 superb classroom-tested cases. Additional cases, teaching materials, and instructor aids are available on the course Web site.
Preparing this new edition of Services Marketing has been an exciting challenge. Services marketing, once a tiny academic field championed by a handful of pioneering professors, has become a thriving area of activity. Our new edition reflects growing research efforts in both academia and business. Student interest in courses that focus on various aspects of managing service organizations, including marketing, makes a great deal of sense from a career standpoint, as most business school graduates will be going to work in service industries, and managers report that manufacturing-based models of business practice are not always useful to them.
This edition has been both streamlined and restructured to sharpen the focus on essentials and to add in-depth coverage of new concepts and ideas.
The book features an exceptional selection of up-to-date, classroom-tested cases of varying lengths and levels of difficulty. We wrote a majority of the cases ourselves, and most are unavailable elsewhere. Others are drawn from the case collections of Harvard, INSEAD, and Yale.
This text is equally suitable for courses directed at advanced undergraduates or MBA and EMBA students. Services Marketing, Fifth Edition, places marketing issues within a broader general management context. Whatever a manager's specific job may be, he or she has to understand and acknowledge the close ties that link the marketing, operations, and human resource functions. With that perspective in mind, this book has been designed so that instructors can make selective use of chapters, readings, and cases to teach courses of various lengths and formats in either services marketing or service management.
Key features of this highly readable book include its strong managerial orientation and strategic focus, use of memorable conceptual frameworks that have been classroom tested for relevance to both undergraduate and MBA students, incorporation of key academic research findings, use of interesting examples to link theory to practice, and inclusion of carefully selected readings and cases to accompany the text chapters.
Services Marketing is designed to complement the materials found in traditional marketing principles texts. It avoids sweeping and often misleading generalizations about services, recognizing explicitly that the differences between specific categories of services (based on the nature of the underlying service process) may be as important to student understanding as the broader differences between goods marketing and services marketing. It also draws a distinction between the marketing of services and the marketing of goods through service.
The book shows how various technologies—and information technology in particular—are changing the nature of service delivery and can offer innovative ways for service providers and customers to relate to each other. (This is the people side of the business.)
The service sector of the economy can best be characterized by its diversity. No single conceptual model suffices to cover marketing-relevant issues among organizations ranging from huge international corporations (in such fields as airlines, banking, insurance, telecommunications, freight transportation, and professional services) to locally owned and operated small businesses, such as restaurants, laundries, taxis, optometrists, and many business-to-business services. In response, Services Marketing offers a carefully designed "toolbox" for service managers, teaching students how different concepts, frameworks, and analytical procedures can best be used to examine and resolve the challenges faced by managers in a variety of situations. Once introduced, many of these tools reappear in subsequent chapters.
Throughout the book, we stress the importance for service marketers of to understand the operational processes underlying service creation and delivery. These processes are grouped into four categories, each of which has distinctive implications for the nature of service encounters, the roles played by customers and service personnel, the strategic application of information technology to delivery systems, and management practice.
In response to adopter requests, the following pedagogical enhancements are available for the text: