Services Marketing
ISBN: 9780136107217 | 0136107214
Edition: 7thFormat: Hardcover
Publisher: Prentice Hall
Pub. Date: 1/19/2010
Why Rent from Knetbooks?
Because Knetbooks knows college students. Our rental program is designed to save you time and money. Whether you need a textbook for a semester, quarter or even a summer session, we have an option for you. Simply select a rental period, enter your information and your book will be on its way!
Top 5 reasons to order all your textbooks from Knetbooks:
- We have the lowest prices on thousands of popular textbooks
- Free shipping both ways on ALL orders
- Most orders ship within 48 hours
- Need your book longer than expected? Extending your rental is simple
- Our customer support team is always here to help
For undergraduate and graduate services marketing courses.The fundamentals of services marketing presented in a strategic marketing framework.Organized around a strategic marketing framework Services Marketing provides instructors with maximum flexibility in teaching while guiding students into the consumer and competitive environments in services marketing.The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.
The fundamentals of services marketi... MORE
Organized around a strategic marketing framework Services Marketing guides readers into the consumer and competitive environments in services marketing.
The marketing framework has been restructured for this edition to reflect what is happening in services marketing today
Services marketing, once a tiny academic field championed by just a handful of pioneering professors, has become a thriving area of activity. Paralleling growing research efforts in both academia and business is increased student interest in taking courses that focus on different aspects of managing service organizations, including marketing. This makes a lot of sense from a career standpoint, since most business school graduates will be going to work in service industries and managers report that manufacturing-based models of business practice are not always useful to them.
Distinguishing Features of Services Marketing, Fourth Edition
This highly readable book includes
-a strong managerial orientation and strategic focus
-use of conceptual frameworks that have been classroom tested for relevance to both MBA students and executive seminar participants
-incorporation of key academic research findings
-use of interesting examples to link theory to practice
-inclusion of carefully selected readings and cases to accompany the text chapters
PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS
Chapter 1: New Perspectives on Marketing in the Service Economy
Chapter 2: Consumer Behavior in a Services Context
Chapter 3: Positioning Services in Competitive Markets
PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES
Chapter 4: Developing Service Products: Core and Suppl... MORE
Chapter 5: Distributing Services through Physical and Electronic Channels
Chapter 6: Setting Prices and Implementing Revenue Management
Chapter 7: Promoting Services and Educating Customers
PART III — MANAGING THE CUSTOMER INTERFACE
Chapter 8: Designing and Managing Service Processes
Chapter 9: Balancing Demand and Productive Capacity
Chapter 10: Crafting the Service Environment
Chapter 11: Managing People for Service Advantage
PART IV — IMPLEMENTING PROFITABLE SERVICE STRATEGIES
Chapter 12: Managing Relationships and Building Loyalty
Chapter 13: Complaint Handling and Service Recovery
Chapter 14: Improving Service Quality and Productivity
Chapter 15: Striving for Service Leadership
