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Services Marketing : People, Technology, Strategy,9780130173928
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Services Marketing : People, Technology, Strategy

by
Edition:
4th
ISBN13:

9780130173928

ISBN10:
0130173924
Format:
Hardcover
Pub. Date:
1/1/2001
Publisher(s):
Prentice Hall

Questions About This Book?

What version or edition is this?
This is the 4th edition with a publication date of 1/1/2001.
What is included with this book?
  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.

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Summary

For graduate-level/MBA courses in Services Marketing. Combining conceptual rigor with real-world examples and practical applications, this combination text/reader/casebook explores both concepts and techniques of marketing for an exceptionally broad range of service categories and industries. Strong managerial and strategic focus.

Table of Contents

Preface xi
Contributors of the Readings and Cases xvii
Part I Understanding Services 1(108)
Distinctive Aspects of Service Management
1(31)
Services in the Modern Economy
2(6)
Marketing Services versus Physical Goods
8(7)
An Integrated Approach to Service Management
15(5)
The Evolving Environment of Services
20(9)
Conclusion
29(3)
Customer Involvement in Service Processes
32(22)
How Do Services Differ from One Another?
33(4)
Service As a Process
37(7)
Different Processes Pose Distinctive Management Challenges
44(6)
Conclusion
50(4)
Managing Service Encounters
54(55)
Customers and the Service Operation
55(4)
Service As a System
59(8)
Managing Service Encounters for Satisfactory Outcomes
67(5)
The Problem of Customer Misbehavior
72(5)
The Customer as Coproducer
77(3)
Conclusion
80(29)
Service Theater: An Analytical Framework for Services Marketing
83(10)
Critical Service Encounters: The Employee's Viewpoint
93(16)
Part II Focus on Customers and Managing Relationships 109(86)
Customer Behavior in Service Settings
109(28)
The Nature of Service Consumption
110(2)
Understanding Customer Needs and Expectations
112(4)
How Customers Evaluate Service Performances
116(3)
Strategic Responses to the Intangibility of Service Performances
119(4)
The Purchase Process for Services
123(3)
Evaluating the Service Offering
126(3)
Understanding Customer Behavior at Different Points in the Service Experience
129(5)
Conclusion
134(3)
Targeting Customers, Managing Relationships, and Building Loyalty
137(26)
Segmentation Strategies for Effective Capacity Utilization
140(3)
Selecting the Appropriate Customer Portfolio
143(3)
Creating and Maintaining Valued Relationships
146(5)
The Search for Customer Loyalty
151(9)
Conclusion
160(3)
Complaint Handling and Service Recovery
163(32)
Consumer Complaining Behavior
164(6)
Impact of Service Recovery Efforts on Customer Loyalty
170(3)
Service Guarantees
173(7)
Conclusion
180(15)
Listening to the Customer: The Concept of a Service-Quality Information System
182(13)
Part III Creating Value in a Competitive Market 195(142)
Positioning a Service in the Marketplace
195(21)
The Search for Competitive Advantage
196(4)
Creating a Competitive Position
200(4)
Steps in Developing a Positioning Strategy
204(2)
Developing Positioning Maps
206(7)
Conclusion
213(3)
Creating the Service Product and Adding Value
216(40)
Planning and Creating Services
217(3)
Understanding the Service Offering
220(3)
Service Blueprinting
223(9)
Identifying and Classifying Supplementary Services
232(9)
Planning and Branding Service Products
241(4)
New Service Development
245(8)
Conclusion
253(3)
Pricing Strategies for Services
256(29)
Paying for Service: The Customer's Perspective
257(2)
The Context of Service Pricing
259(3)
Establishing Monetary Pricing Objectives
262(3)
Foundations of Pricing Strategy
265(6)
Pricing and Demand
271(6)
Putting Service Pricing Strategy into Practice
277(6)
Conclusion
283(2)
Customer Education and Service Promotion
285(52)
The Role of Marketing Communication
286(2)
Services versus Goods: Implications for Communication Strategy
288(6)
Setting Communication Objectives
294(1)
The Marketing Communications Mix
295(12)
Implications of the Internet for Marketing Communication
307(4)
Conclusion
311(26)
Service Positioning Through Structural Change
314(11)
The Strategic Levers of Yield Management
325(12)
Part IV Planning and Managing Service Delivery 337(118)
Creating Delivery Systems in Place, Cyberspace, and Time
337(23)
Alternative Scenarios for Service Delivery
338(3)
Selecting the Type of Contact: Options for Service Delivery
341(3)
Place and Time Decisions
344(8)
The Physical Evidence of the Servicescape
352(4)
The Role of Intermediaries
356(2)
Conclusion
358(2)
Enhancing Value by Improving Quality and Productivity
360(30)
Integrating Productivity and Quality Strategies
361(2)
Definition and Measurement
363(6)
Identifying and Correcting Service Quality Shortfalls
369(7)
Problem Solving and Prevention
376(5)
How Productivity Improvement Impacts Quality and Value
381(2)
Customer-Driven Approaches to Improving Productivity
383(4)
Conclusion
387(3)
Balancing Demand and Capacity
390(20)
The Ups and Downs of Demand
391(3)
Measuring and Managing Capacity
394(3)
Understanding the Patterns and Determinants of Demand
397(4)
Strategies for Managing Demand
401(6)
Conclusion
407(3)
Managing Customer Waiting Lines and Reservations
410(45)
Waiting to Get Processed
411(1)
The Universality of Waiting
411(6)
Minimizing the Perceived Length of the Wait
417(4)
Calculating Wait Times
421(1)
Reservations
421(6)
Conclusion
427(28)
Content and Measurement of Productivity in the Service Sector: A Conceptual Analysis with an Illustrative Case from the Insurance Business
430(14)
Service Markets and the Internet
444(11)
Part V Issues for Senior Management 455(239)
Managing People in Service Organizations
455(24)
Human Resources: An Asset Worthy of Investment
456(3)
Job Design and Recruitment
459(13)
Empowerment of Employees
472(4)
Conclusion
476(3)
Organizing for Service Leadership
479(29)
Marketing's Role in the Service Firm
480(3)
Changing Relationships between Marketing, Operations, and Human Resources
483(5)
The Search for Synergy in Service Management
488(6)
Creating a Leading Service Organization
494(5)
In Search of Service Leadership
499(6)
Conclusion
505(3)
International and Global Strategies in Service Management
508(27)
Services in the Global Economy
509(8)
Moving from Domestic to Transnational Marketing
517(7)
Transnational Strategy for Supplementary Services
524(2)
Elements of Transnational Strategy
526(6)
Conclusion
532(3)
Technology and Service Strategy
535(159)
The Meaning of Technology
536(3)
Creating New Ways of Working
539(1)
The Historical Evolution of IT
540(3)
Applying Technology to Services
543(6)
Marketing Implications of the Internet
549(11)
Conclusion
560(33)
Organigraphs: Drawing How Companies Really Work
564(10)
Putting the Service-Profit Chain to Work
574(11)
The Evolution of Services Management in Developing Countries: Insights from Latin America
585(8)
Cases
Note on Studying and Learning from Cases
593(3)
Four Customers in Search of Solutions
596(1)
Sullivan's Auto World Ford
597(5)
Euro Disney: An American in Paris
602(13)
BT: Telephone Account Management
615(10)
Museum of Fine Arts, Boston
625(14)
First Direct: Branchless Banking
639(14)
VerticalNet (www.verticalnet.com)
653(16)
Menton Bank
669(9)
R Cubed
678(10)
Peters &t Champlain
688(6)
Credits 694(1)
Index 695


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