9780136107217

The fundamentals of services marketing presented in a strategic marketing framework.

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 Supplementary Elements

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

What is included with this book?

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Services Marketing People, Technology, Strategy

Services Marketing People, Technology, Strategy

0136107214

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Supplemental Materials