Services Marketing

by Christopher H. Lovelock

• ISBN13: 9780134558417
• ISBN10: 0134558413
• Edition: 3rd
• Format: Hardcover
• Copyright: 1996-01-01
• Publisher: Prentice Hall Professional Technical Reference

Summary

Leading graduate/undergraduate text in services marketing, incorporating text, cases and readings. Fully revised and updated reflecting increasing importance of the service sector.

Table of Contents

Preface	vii
About the Author and Contributors	xi
Part I: Understanding Services	1	(162)
Distinctive Aspects of Services Marketing	1	(25)
Developing Frameworks for Analyzing Services	26	(22)
The Customer Experience	48	(115)
Readings
Service is Everybody's Business	69	(7)
Ronald Henkoff
The Development and Emergence of Services Marketing Thought	76	(21)
Stephen W. Brown
Raymond P. Fisk
Mary Jo Bitner
The Dramaturgy of Services Exchange: An Analytical Framework for Services Marketing	97	(9)
Stephen J. Grove
Raymond P. Fisk
Critical Service Encounters: The Employee's Viewpoint	106	(16)
Mary Jo Bitner
Bernard H. Booms
Lois A. Mohr
Cases
Sullivan's Auto World	122	(5)
Euro Disney: An American in Paris	127	(14)
Metropol Base-Fort Security Group	141	(9)
Singapore Airlines	150	(13)
Part II: Strategic Issues in Services Marketing	163	(148)
Positioning a Service in the Marketplace	163	(21)
Targeting Customers and Building Relationships	184	(20)
Managing Demand	204	(107)
Readings
Pick a Card: Visa, American Express and MasterCard Vie in Overseas Strategies	224	(4)
Steven Lipin
Brian Coleman
Jeremy Mark
Measuring Marketing Success	228	(4)
David H. Maister
Service Positioning Through Structural Change	232	(13)
G. Lynn Shostack
Loyalty-Based Management	245	(9)
Frederick F. Reichheld
Cases
Boston Center for Adult Education	254	(14)
Federal Express: Business Logistics Services	268	(13)
BT: Telephone Account Management	281	(12)
Marriott's Rancho Las Palmas Resort	293	(18)
Part III: Tools for Service Marketers	311	(149)
Creating and Delivering Services	311	(26)
Adding Value to Core Products with Supplementary Services	337	(24)
Understanding Costs and Developing Pricing Strategies	361	(15)
Communicating and Promoting Services	376	(84)
Readings
The Power of Branding	398	(4)
Torin Douglas
Making Money on the Web	402	(7)
Kate Maddox
Mitch Wagner
Clinton Wilder
Advertising Strategies for Service Firms	409	(9)
Donna Legg
Julie Baker
Why Cross-Selling Hasn't Worked	418	(4)
David H. Maister
Database Marketing: A Potent New Tool for Selling	422	(9)
Jonathan Berry
John Verity
Kathleen F. Kerwin
Gail DeGeorge
Cases
Vancouver Public Aquarium	431	(11)
Fare Combat	442	(4)
Crosse & Whitewall: Cross-selling Professional Services	446	(5)
Menton Bank	451	(9)
Part IV: Challenges for Senior Management	460	(185)
Enhancing Value by Improving Quality and Productivity	460	(30)
Developing and Managing the Customer-Service Function	490	(18)
Organizing and Implementing the Marketing Effort	508	(26)
Globalizing Services Marketing	534	(111)
Readings
Service Quality From the Customers' Perspective	562	(11)
Susan J. Devlin
H. K. Dong
The Horizontal Corporation: It's About Managing Across, Not Up and Down	573	(9)
John A. Byrne
Putting the Service-Profit Chain to Work	582	(12)
James L. Heskett
Thomas O. Jones
Gary W. Loverman
W. Earl Sasser, Jr.
Leonard A. Schlesinger
McDonald's Conquers the World	594	(8)
Andrew E. Serwer
Cases
The Toronto-Dominion Bank: Customer Service Index	602	(12)
Shouldice Hospital Limited	614	(14)
Peters & Champlain	628	(5)
Air BP: Aviation Service Centers	633	(12)
Appendix: Studying and Learning From Cases	645	(4)
Selected Bibliography	649	(2)
Index	651