Services Marketing

by Chitty, William; Hughes, Andrew; D'Alessandro, Steven

• ISBN13: 9780195572315
• ISBN10: 0195572319
• Format: Paperback
• Copyright: 2012-07-12
• Publisher: Oxford University Press

Summary

Services Marketing helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from global service-based economies. This text engages students and encourages them to develop an understanding of the service processes that create value for identified target markets. An analytical learning approach, based on applying established and evolving services marketing concepts for Australasian organisations, is the rationale of the pedagogy adopted by this text. That approach is warranted for two reasons: Australian and New Zealand service organisations are developing closer economic ties with the growing markets of their South-East Asian counterparts. By understanding Australasian service organisations, students will be able to adopt an international perspective on services marketing. Key Features: A 'problem-based' learning approach, written in a relaxed style to encourage students to read, and develop, a practical 'applied' understanding of services marketing rather than merely learning definitions. 'Services In Action' boxes These boxes put the theory into context and provide practical and contemporary examples of Services Marketing in Action. Industry Insights- Examples of services marketing in industry provide additional case examples. Case Studies are grouped at the end of each Part. These are a 'time out' for students to apply the theory discussed in each part to real-life business situations. Case studies provide focussed learning with questions provided to frame the case and offer students the opportunity to probe deeper into the implications for services marketing. How to purchase the Services Marketing e-book: Step 1. Contact Oxford University Press Customer Service on 1300 650 616 or click "purchase now" on the left column of this page and fill out the required details. Step 2. Once you have purchased the e-book you will be emailed a code within 24 hours with instructions on how to download VitalSource bookshelf http://www.vitalsource.com/ and how to redeem your code. Services Marketing is also available in print format.

Author Biography

Bill Chitty is a Lecturer in Marketing at the Murdoch Business School, where he teaches both undergraduate and postgraduate units in integrated marketing communication, services marketing, and marketing management. He has also lectured in marketing for the Singapore National Employer Federation-Murdoch University Commerce programme, and for the Murdoch MBA programme in Manila.

Andrew Hughes is a marketing lecturer at Australian National University. His research focuses on Political marketing, celebrity marketing, branding, advertising (especially television advertising), strategy, services marketing and non profit marketing.

Dr Steven D'Alessandro is a Senior Lecturer in marketing at Macquarie University. He has published 58 refereed papers in leading international journals (including the European Journal of Marketing, International Marketing Review, Psychology and Marketing, Journal of Marketing Theory and Practice and Applied Economics) books, and conferences.

Table of Contents

Preface
Part 1: Service Organisations and their Customers
An Overview of Services Marketing
Customer Decision Making and Service Interactions
Market Segmentation and Service Positioning
Managing the Service Encounter
Part 1 Case Studies
Part 2: Marketing Strategies for Services
Service Development and Delivery
Services Marketing Theory
Self Service Technology
Integrated Marketing Communications for Services
Part 2 Case Studies
Part 3: Delivering Service Value
Managing productive capacity and customer demand
Customer Satisfaction and Service Quality
Managing the customer service function
Customer relationship management
Part 3 Case Studies
Glossary
Index