Essentials of Services Marketing, 3rd edition
Essentials of Services Marketing
You'll get a bound printed text.
The third edition of ESM retains some of the key features that have made it successful, and improves on other aspects of the textbook to help students understand services marketing more effectively. These features include the following:
- This text takes a strongly managerial perspective, yet is rooted in solid academic research, complemented by memorable frameworks. The goal is to bridge the all-too-frequent gap between theory and the real world.
- The text is organized around an integrated framework the reader immediately can relate to. The framework cascades across the entire book. Furthermore, each chapter provides a succinct chapter overview in pictorial form.
- The text has been carefully written and designed to be clear, readable, and focused.
- This is an easy to read text that works hand-in-hand with visuals that make important concepts accessible.
- It offers a global perspective. Examples were carefully selected from America, Europe and Asia.
- The book uses a systematic learning approach. Each chapter has clear learning objectives, an organizing framework that that provides a quick overview of the chapter’s contents and line of argument, and chapter summaries in bullet form that condense the core concepts and messages of each chapter.
- Opening vignettes and boxed inserts within the chapters are designed to capture student interest and provide opportunities for in-class discussions. They describe significant research findings, illustrate practical applications of important service marketing concepts, and describe best practices by innovative service organizations.
Table of contents
- PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS
- Chapter 1: Introduction to Services Marketing
- 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 and Brands
- 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 — DESIGNING AND MANAGING THE CUSTOMER INTERFACE
- Chapter 8: Designing Service Processes
- Chapter 9: Balancing Demand and Capacity
- Chapter 10: Crafting the Service Environment
- Chapter 11: Managing People for Service Advantage
- PART IV — DEVELOPING CUSTOMER RELATIONSHIPS
- Chapter 12: Managing Relationships and Building Loyalty
- Chapter 13: Complaint Handling and Service Recovery
- PART V — STRIVING FOR SERVICE EXCELLENCE
- Chapter 14: Improving Service Quality and Productivity
- Chapter 15: Building a World-Class Service Organization
- PART VI — CASE STUDIES
- Case 1: Sullivan Ford Auto World
- Case 2: Dr Beckett’s Dental Office
- Case 3: Uber
- Case 4: Banyan Tree
- Case 5: Kiwi Experience
- Case 6: Accra Beach Hotel
- Case 7: Revenue Management of Gondolas
- Case 8: Aussie Pooch Mobile
- Case 9: Shouldice Hospital Limited
- Case 10: Red Lobster
- Case 11: Singapore Airlines
- Case 12: Dr Mahalee Goes to London
- Case 13: Royal Dining Membership Program Dilemma
- Case 14: Customer Asset Management at DHL in Asia
- Case 15: Starbucks: Delivering Customer Service
- Case 16: Lux Resorts
- Case 17: KidZania: Shaping a Strategic Service Vision for the Future
All the material you need to teach your courses.Discover teaching material
Published by Pearson (May 2nd 2017) - Copyright © 2018