Services Marketing

Services Marketing : United States Edition

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For graduate-level/MBA courses in Services Marketing.Significantly revised, restructured, and updated to reflect the challenges facing today's service managers, this text/reader/casebook 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, the Fifth Edition also features, eight current readings from leading thinkers in the field, and 15 compelling classroom-tested cases.show more

Product details

  • Hardback | 672 pages
  • 204 x 254 x 28mm | 1,399.98g
  • Pearson Education (US)
  • Pearson
  • United States
  • English
  • 5th edition
  • 0131138650
  • 9780131138650

Table of contents

I. UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS. 1. Introduction to Services Marketing. 2. Consumer Behavior and Service Encounters. 3. Positioning Services in Competitive Markets. How We Built a Strong Company in a Weak Industry, Roger Brown. Service Theater: An Analytical Framework for Services Marketing, Stephen J. Grove and Raymond P. Fisk.II. KEY ELEMENTS OF SERVICES MARKETING. 4. Creating the Service Product. 5. Designing the Communications Mix for Services. 6. Pricing and Revenue Management. 7. Distributing Services. The Strategic Levers of Yield Management, Sheryl E. Kimes and Richard B. Chase. Cultivating Service Brand Equity, Leonard L. Berry.III. MANAGING THE SERVICE DELIVERY PROCESS. 8. Designing and Managing Service Processes. 9. Balancing Demand and Capacity. 10. Planning the Service Environment. 11. Managing People for Service Advantage. How to Lead the Customer, Stephan H. Haeckel, Lewis P. Carbone, and Leonard L. Berry. The High Cost of Lost Trust, Tony Simons.IV. IMPLEMENTING SERVICES MARKETING. 12. Managing Relationships and Building Loyalty. 13. Customer Feedback and Service Recovery. 14. Improving Service Quality and Service Productivity. 15. Organizing for Service Leadership. Why Service Stinks, Diane Brady. Where Should the Next Marketing Dollar Go? Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml. Linking Action to Profits in Strategic Decision Making, Marc Epstein and Robert Westbrook.CASES. Sullivan Ford Auto World. Four Customers in Search of Solutions. Commerce Bank. Giordano: International Expansion. Aussie Pooch Mobile. Visiting Nurse Associations of America. Accra Beach Hotel: Block Booking of Capacity during a Peak Period. Coyote Loco: Evaluating Opportunities for Revenue Management. Menton Bank. Vicks Pizza Corporation. Hilton HHonors Worldwide: Loyalty Wars. Massachusetts Audubon Society. Accellion Service Guarantee. Progressive Insurance (A): Pay-As-You-Go Insurance. Progressive Insurance (B): Homeowners Insurance. Progressive Insurance (C): Auto Repair TLContact.com. Index.show more

About Christopher H. Lovelock

As a team, Christopher Lovelock and Jochen Wirtz possess a blend of skills and experience that is ideally suited to writing an authoritative and engaging text on services marketing. Since first meeting at a service management conference in 1992, they have collaborated on a variety of projects, including cases, articles, conference papers, and the Asian adaptation of an earlier edition of Services Marketing. Christopher Lovelock, one of the pioneers of services marketing, is an adjunct professor at the Yale School of Management, where he teaches an MBA services marketing course. As principal of Lovelock Associates, he consults and gives seminars and workshops for managers around the world, with a focus on managing the customer experience and planning service marketing strategy. Dr. Lovelock's distinguished academic career has included 11 years on the faculty of the Harvard Business School and two years as a visiting professor at IMD in Switzerland. He has also held appointments at Berkeley, Stanford, and the Sloan School at MIT, as well as visiting professorships at the University of Queensland in Australia and at both INSEAD and Theseus Institute in France. After obtaining a BCom and an MA in economics from the University of Edinburgh, he worked in advertising with the London office of J. Walter Thompson Co. and in corporate planning with Canadian Industries Ltd. in Montreal. Later, he obtained an MBA from Harvard and a Ph.D. from Stanford. Author or coauthor of over 60 articles, more than 100 teaching cases, and some two dozen books, Dr. Lovelock serves on the editorial review boards of the International Journal of Service Industry Management, Journal of Service Research, Service Industries Journal, Cornell Hotel and Restaurant Administration Quarterly, and Marketing Management. He is a recipient of the American Marketing Association's Award for Career Contributions to the Services Discipline and of a best article award from the Journal of Marketing. Recognized many times for excellence in case writing, he has twice won top honors in the Business Week "European Case of the Year" Award. Jochen Wirtz is an associate professor at the National University of Singapore, where he teaches services marketing courses in executive, MBA, and undergraduate programs. He is a member of the management committee of NUS Business School, director of the Asia-Pacific Executive MBA Program, and codirector of NUS's joint EMBA program with UCLA. He received his Ph.D, in services marketing from the London Business School and holds a BA (lions) in marketing and accounting and a professional certification in banking from Germany. Dr. Wirtz's research focuses on service management, and he has published some 40 academic articles in the Journal of Business Research, Journal of Consumer Psychology, Journal of Retailing, Journal of Services Marketing, Journal of Service Research, Managing Service Quality, and Psychology and Marketing, among others. In addition, he has also published some 70 conference papers, 5 books, and over 40 book chapters. He serves on the editorial review boards of five journals. His research awards include the: Emerald Literati Club 2003 Award for Excellence for the most outstanding paper of the year in the International Journal of Service Industry Management. He has received several awards for outstanding teaching at NUS Business School and in 2003 won the Universitywide Outstanding Educator Award. Dr. Wirtz has also been active as a management consultant, working with both international consulting firms including Accenture, Arthur D. Little, and KPMG, and major service companies in the areas of strategy, business development, and service management. Originally from Germany, he spent seven years in London before moving to Asia.show more

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