Service Marketing

ISBN-10: 0134558413

ISBN-13: 9780134558417

Edition: 3rd 1996

List price: $96.00
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Book details

List price: $96.00
Edition: 3rd
Copyright year: 1996
Publisher: Prentice Hall PTR
Publication date: 1/12/1996
Binding: Hardcover
Pages: 660
Size: 7.09" wide x 9.45" long x 1.38" tall
Weight: 2.420
Language: English

Preface
About the Author and Contributors
Distinctive Aspects of Services Marketing
Developing Frameworks for Analyzing Services
The Customer Experience
Service is Everybody's Business
The Development and Emergence of Services Marketing Thought
The Dramaturgy of Services Exchange: An Analytical Framework for Services Marketing
Critical Service Encounters: The Employee's Viewpoint
Sullivan's Auto World
Euro Disney: An American in Paris
Metropol Base-Fort Security Group
Singapore Airlines
Positioning a Service in the Marketplace
Targeting Customers and Building Relationships
Managing Demand
Pick a Card: Visa, American Express and MasterCard Vie in Overseas Strategies
Measuring Marketing Success
Service Positioning Through Structural Change
Loyalty-Based Management
Boston Center for Adult Education
Federal Express: Business Logistics Services
BT: Telephone Account Management
Marriott's Rancho Las Palmas Resort
Creating and Delivering Services
Adding Value to Core Products with Supplementary Services
Understanding Costs and Developing Pricing Strategies
Communicating and Promoting Services
The Power of Branding
Making Money on the Web
Advertising Strategies for Service Firms
Why Cross-Selling Hasn't Worked
Database Marketing: A Potent New Tool for Selling
Vancouver Public Aquarium
Fare Combat
Crosse and Whitewall: Cross-selling Professional Services
Menton Bank
Enhancing Value by Improving Quality and Productivity
Developing and Managing the Customer-Service Function
Organizing and Implementing the Marketing Effort
Globalizing Services Marketing
Service Quality From the Customers' Perspective
The Horizontal Corporation: It's About Managing Across, Not Up and Down
Putting the Service-Profit Chain to Work
McDonald's Conquers the World
The Toronto-Dominion Bank: Customer Service Index
Shouldice Hospital Limited
Peters and Champlain
Air BP: Aviation Service Centers
Appendix: Studying and Learning From Cases
Selected Bibliography
Index
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