Services Marketing: Managing the Service Value Chain, 1st edition

  • Manfred Bruhn

Services Marketing

ISBN-13:  9780273681571

Paperback

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Overview

Services Marketing: Managing the Service Value Chain 1st edition argues that all service management efforts are aimed to enhance value in order to improve the bottom line. Written from a European perspective, the book demonstrates that through strategic orientation and innovation, the firm and shareholder will reap the benefits.

Geared towards final year marketing students, the book is also useful for postgraduate students and for practitioners who work, or wish to specialise in the area of services management and marketing.

Table of contents

Part I: Basic concept: The service value chain

1. Managing the service process by the service value chain

2. Value creation by services marketing: service value chain and service profit chain

Part II: Primary value processes: managing interactions and relationships

3. The customer interaction process: managing customer integration, ther service encounter and service recovery

4. The customer relationship process: managing customer acquisition, retention and recovery

Part III: Secondary value processes: creating service value

5. Defining the benefit part of service value: the service product

6. Defining the cost part of service value: service pricing

7. Delivering service value: managing sevice delivery

8. Communicating service value: service communications and branding

Part IV: Secondary value processes: managing service resources for value

9. Managing employees, tangibles and technology for value

10. Service capacity management

Part V: The external and internal environment of a value-orientated services marketing

11. Services marketing and the markets: market strategies, international services marketing, services networks and service outsourcing

12. Services marketing and the service firm: implementing and controlling services marketing

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Published by Pearson Canada (November 10th 2005) - Copyright © 2005