Services Marketing People, Technology, Strategy

ISBN-10: 0131875523
ISBN-13: 9780131875524
Edition: 6th 2007 (Revised)
List price: $193.33
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Description: Significantly revised, restructured, and updated to reflect the challenges facing service managers in the 21st century, this book combines conceptual rigor with real world examples and practical applications. Exploring both concepts and techniques  More...

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Book details

List price: $193.33
Edition: 6th
Copyright year: 2007
Publisher: Prentice Hall PTR
Publication date: 9/27/2006
Binding: Hardcover
Pages: 672
Size: 9.00" wide x 11.00" long x 1.25" tall
Weight: 3.542
Language: English

Significantly revised, restructured, and updated to reflect the challenges facing service managers in the 21st century, this book 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, thenbsp;Sixth Edition reinforces practical management applications through numerous boxed examples, eight up-to-date readings from leading thinkers in the field, and 15 recent cases. For professionals with a career in marketing, service-oriented industries, corporate communication, advertising, and/or public relations.

About the Contributors of the Readings and Cases
Preface
Understanding Service Markets, Products, and Customers
New Perspectives on Marketing in the Service Economy
Why Study Services?
What Are Services?
Services Pose Distinctive Marketing Challenges
Services Require an Expanded Marketing Mix
Customer Behavior in Service Encounters
Differences Among Services Affect Customer Behavior
Customer Decision Making: The Three-Stage Model of Service Consumption
The Prepurchase Stage
The Service Encounter Stage
The Post-encounter Stage
Reading
"In a Dizzying World, One Way to Keep Up: Renting Possessions"
Building the Service Model
Developing Service Concepts: Core and Supplementary Elements
Planning and Creating Services
The Flower of Service
Planning and Branding Service Products
Development of New Services
Distributing Services Through Physical and Electronic Channels
Distribution in a Services Context
Determining the Type of Contact: Options for Service Delivery
Place and Time Decisions
Delivering Services in Cyberspace
The Role of Intermediaries
The Challenge of Distribution in Large Domestic Markets
Distributing Services Internationally
Exploring Business Models: Pricing and Revenue Management
Effective Pricing Is Central to Financial Success
Pricing Strategy Stands on Three Legs
Revenue Management: What It Is and How It Works
Ethical Concerns in Service Pricing
Putting Service Pricing into Practice
Educating Customers and Promoting the Value Proposition
The Role of Marketing Communication
Communicating Services Presents both Challenges and Opportunities
Setting Communication Objectives
The Marketing Communications Mix
The Role of Corporate Design
Marketing Communications and the Internet
Positioning Services in Competitive Markets
Focus Underlies the Search for Competitive Advantage
Market Segmentation Forms the Basis for Focused Strategies
Service Attributes and Levels
Positioning Distinguishes a Brand from Its Competitors
Internal, Market, and Competitor Analyses
Using Positioning Maps to Plot Competitive Strategy
Changing Competitive Positioning
Readings
"The Health Travellers"
"The Strategic Levers of Yield Management"
"Fees! Fees! Fees!"
"Best Practice: Defensive Marketing: How a Strong Incumbent Can Protect Its Position"
Managing the Customer Interface
Designing and Managing Service Processes
Blueprinting Services to Create Valued Experiences and Productive Operations
Service Process Redesign
The Customer as Co-producer
Dysfunctional Customer Behavior Disrupts Service Processes
Balancing Demand and Productive Capacity
Fluctuations in Demand Threaten Service Productivity
Many Service Organizations Are Capacity-Constrained
Patterns and Determinants of Demand
Demand Levels Can Be Managed
Inventory Demand Through Waiting Lines and Reservations
Minimize Perceptions of Waiting Time
Create an Effective Reservations System
Crafting the Service Environment
What Is the Purpose of Service Environments?
Understanding Consumer Responses to Service Environments
Dimensions of the Service Environment
Putting It All Together
Managing People for Service Advantage
Service Employees Are Crucially Important
Front-Line Work Is Difficult and Stressful
Cycles of Failure, Mediocrity and Success
Human Resources Management-How to Get It Right
Service Leadership and Culture
Readings
"Kung-Fu Service Development at Singapore Airlines"
"Getting More from Call Centers: Used Properly, They Can Be Strategic Assets"
"How to Lead the Customer Experience"
Implementing Profitable Service Strategies
Managing Relationships and Building Loyalty
The Search for Customer Loyalty
Understanding the Customer-Firm Relationship
The Wheel of Loyalty
Building a Foundation for Loyalty
Creating Loyalty Bonds
Strategies for Reducing Customer Defections
CRM: Customer Relationship Management
Achieving Service Recovery and Obtaining Customer Feedback
Customer Complaining Behavior
Customer Responses to Effective Service Recovery
Principles of Effective Service Recovery Systems
Service Guarantees
Discouraging Abuse and Opportunistic Behavior
Learning from Customer Feedback
Improving Service Quality and Productivity
Integrating Service Quality and Productivity Strategies
What Is Service Quality?
The Gaps Model-A Conceptual Tool to Identify and Correct Service Quality Problems
Measuring and Improving Service Quality
Defining and Measuring Productivity
Improving Service Productivity
Appendix
Organizing for Change Management and Service Leadership
Effective Marketing Lies at the Heart of Value Creation
Integrating Marketing, Operations, and Human Resources
Creating a Leading Service Organization
In Search of Human Leadership
Change Management
Readings
"Why Service Stinks"
"Creating New Markets Through Service Innovation"
"The One Number You Need to Grow"
Cases
Susan Munro, Service Consumer
Four Customers in Search of Solutions
Dr. Beckett's Dental Office
Starbucks: Delivering Customer Service
Giordano: Positioning for International Expansion
Aussie Pooch Mobile
Jollibee Foods Corporation
The Accra Beach Hotel
Sullivan Ford Auto World
CompuMentor and the DiscounTech.org Service
Dr. Mahalee Goes to London
Menton Bank
Red Lobster
Hilton HHonors Worldwide: Loyalty Wars
The Accellion Service Guarantee
Shouldice Hospital Limited (Abridged)
Massachusetts Audubon Society
TLContact: CarePages Service (A)
Glossary
Credits
Name Index
Subject Index

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