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Services Marketing,9780131138650
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Services Marketing

by ;
Edition:
6th
ISBN13:

9780131138650

ISBN10:
0131138650
Format:
Hardcover
Pub. Date:
1/1/2007
Publisher(s):
Prentice Hall
List Price: $184.00
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Summary

For graduate-level/MBA courses in Services Marketing. Significantly revised, restructured, and updated to reflect the challenges facing today's service managers, this text/reader/casebook 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 also features, eight current readings from leading thinkers in the field, and 15 compelling classroom-tested cases.

Table of Contents

Understanding Service Products, Consumers, and Markets
Introduction to Services Marketing
Consumer Behavior and Service Encounters
Positioning Services in Competitive Markets
How We Built a Strong Company in a Weak Industry
Service Theater: An Analytical Framework for Services Marketing
Key Elements of Services Marketing
Creating the Service Product
Designing the Communications Mix for Services
Pricing and Revenue Management
Distributing Services
The Strategic Levers of Yield Management
Cultivating Service Brand Equity
Managing The Service Delivery Process
Designing and Managing Service Processes
Balancing Demand and Capacity
Planning the Service Environment
Managing People for Service Advantage
How to Lead the Customer
The High Cost of Lost Trust
Implementing Services Marketing
Managing Relationships and Building Loyalty
Customer Feedback and Service Recovery
Improving Service Quality and Service Productivity
Organizing for Service Leadership
Why Service Stinks,Diane Brady.Where Should the Next Marketing Dollar Go?
Linking Action to Profits in Strategic Decision Making
Cases
Sullivan Ford Auto World
Four Customers in Search of Solutions
Commerce Bank
Giordano: International Expansion
Aussie Pooch Mobile
Visiting Nurse Associations of America
Accra Beach Hotel: Block Booking of Capacity during a Peak Period
Coyote Loco: Evaluating Opportunities for Revenue Management
Menton Bank
Vicks Pizza Corporation
Hilton HHonors Worldwide: Loyalty Wars
Massachusetts Audubon Society
Accellion Service Guarantee
Pay-As-You-Go Insurance
Homeowners Insurance
Auto Repair
TLContact.com
Table of Contents provided by Publisher. All Rights Reserved.

Excerpts

The world of services has changed in dramatic ways since the first edition ofServices 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 ofServices Marketinghas 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. WHAT'S NEW IN THE FIFTH EDITION? 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. New Topics, New Structure The book features coverage of the latest research and developments in the service sector, ranging from customer relationship management (CRM) and Six Sigma quality to revenue (yield) management and customer feedback systems. In addition, there is substantive coverage of consumer behavior, people-management issues, branding, business-to-business services, and technology-based services. We emphasize that marketing strategy takes place in a highly competitive environment, reflecting our belief that service firms must be competitively positioned as well as customer focused. All chapters feature expanded references, with new published research findings being added to every topic. The text has been streamlined to avoid unnecessary repetition and restructured to ensure an enhanced sequencing of topics. Despite the addition of new material, tighter editing has resulted in a leaner and more effective set of chapters. We have streamlined the number of chapters to 15 (down from 18 in the previous edition). Every chapter has been revised, and some have been retitled to reflect a more focused emphasis. Material on technology and international strategy will now be found throughout the book rather than being presented in separate chapters. Coverage of demand and capacity management, queuing, and reservations has been consolidated in a single chapter, with material on revenue management being transferred to the pricing chapter. Particular attention has been paid to making this new edition stimulating and highly readable. The result is a text that is clear, focused, and designed to capture student interest. Boxed inserts within each chapter feature numerous interesting examples that describe important research findings, illustrate practical applications of important service marketing concepts, and present best practices in services marketing. Many of these inserts are new to this edition. New Readings Six of the eight readings are new to this edition. They are drawn from recent issues of<


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