Interactive Services Marketing

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  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2003-07-01
  • Publisher: South-Western College Pub
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The Second Edition covers the essentials of services marketing--with particular emphasis on the theater model and the impact of technology. Since a service is intangible, services marketing centers mainly on interactivity and, as a result, this textbook features a dynamic approach to human interactions--both in face-to-face communication as well as connecting through technology. Concise coverage of content enables instructors to make greater use of the textbook web site, reinforcing the emphasis on technology and allowing students to interact with both the printed text and the online material. In addition, the theater continues to act as a model for the industry by encouraging students to compare service workers to actors, customers to audience members, the business to the backstage, and the service environment to the actual stage. In response to reviewers' comments, the authors have streamlined this text to five parts by moving or consolidating chapters from the previous edition. The titles for both parts and chapters have also been changed to better reflect the content. Plus, updated pedagogical tools continue to help students synthesize the material: each part opens with an overview, a new model illustrating the text's organization, brief chapter outlines, and a vignette highlighting real-world companies such as Noggintoppers (an online hat retailer). Each chapter also features a short paragraph revisiting the vignette, marginal notes defining key terms, a Summary and Conclusion section, practice exercises, and new Internet exercises.

Table of Contents

Foundations of Services Marketing
Grasping the Uniqueness of Services Marketing
Definition and Characteristics of Services
Classifications of Services
How Is Service Marketing Different from Physical Goods Marketing?
How Do Services as a Product Differ from Facilitating Services?
The External Services Environment Overview of Book
Frameworks for Managing the Customer's Experience
Components of the Service Experience
Framing the Service Experience
Comparing Service Experience
Plugging into the Information Age
Empowering Employees Through Technology
Technology: The Customers' Servant
Bridging the Distance--Teleservices
Merging and Bundling Technologies
Capturing Customer Information Challenges of Using Technology to Manage Customer
Management Issues in Services Marketing
Developing Marketing Strategies for Services
The Nature of Marketing Strategy in Service Organizations
Scanning the Environment and Creating the Services
Marketing Strategy Positioning and Service Segmentation
Services Marketing Mix Strategy
Strategy Challenges for Services
Innovative Service Strategies
Planning the Service Performances
The Service Performance
Devising the Service Performance Through Script Development
Devising the Service Performance Through Blueprinting Customizing the Service Performance
Supplementing the Basic Service Performance
Differentiating the Service Performance
Coping with Fluctuating Demand for Service
Why Is Services Demand a Problem?
What Can Be Done to Balance Service Capacity and Demand?
Creating Value
Leveraging the People Factor Service
Employees and Their Behavior Empowerment
Deciding on Costuming Needs Maximizing Employee Productivity
Designing the Service Setting
What Is a Service Setting?
Key Considerations in Designing the Service Setting
The Physical Setting as a Services Marketing
Tool Cyberspace as a Service Setting
Managing the Customer Mix Service
Customers and Their Behavior
Customer-to-Customer Interactions
Customer-to-Employee Interactions
Selecting and Training the Customers
Pricing and Promoting the Service Performance
Setting a Price for the Service Rendered
Why Do Service Prices Vary?
Pricing Objectives
The Relationship Between Service Price and Value
Calculating Service Costs Price Bundling and Other Strategies
Promoting a Product the Customer Cannot See Marketing Communications and Services
The Promotional Mix Advertising the Service Sales Promotions and Services
Personal Selling and Publicity of Services
Promoting Services on the Internet Services and Integrated Marketing Communications
Ensuring a Positive Customer Experience
Delivering Service Quality and Guaranteeing Services
What Is Service Quality?
How Customers Evaluate Service Quality
Why and When to Guarantee a Service
How to Design a Service Guarantee
What Makes an Extraordinary Service Guarantee?
Regaining Customer Confidence Through Customer Service and Service
Recovery Customer Service
Customer Service as a Strategic Function
Developing a Customer Service Culture
The Need for Service Recovery
The Steps to Service Recovery
The Hidden Benefits of Service Recovery
Studying Service Success and Failure
Why Is Studying Service Success and Failure Necessary?
Why Is Service Success So Difficult to Achieve?
Some Research Methods for Services
Management Uses of Service Measurement
Expanding the Service Horizons
Thinking Globally: "It's a Small World After All"
Global Trade in Services Trade Patterns of Services
Standardization Versus Adaptation of Global Services
Multilingual Service Systems Technology and Global Services
Strategies for Global Service Markets
Back to the Future: Achieving Service Excellence in the Twenty-First Century
Leveraging the People Factor Leveraging the Technology
Factor Technology as a Supplementary Service Support Tool
The Future of Service Technology
Coping with Negative Impacts of Services Technology
Table of Contents provided by Publisher. All Rights Reserved.

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