9780134558417

Services Marketing

by
  • ISBN13:

    9780134558417

  • ISBN10:

    0134558413

  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 1/1/1996
  • Publisher: Prentice Hall Professional Technical Reference
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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

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