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This text explores both concepts and techniques of marketing for a broad range of service categories and industries. The authors show that different categories of services face distinctive marketing problems and encourage students to analyse useful parallels across a range of service industries. Examples cited include EuroDisney, Singapore Airlines, British Telecom, Lausanne Tourist Office, Federal Express Business Logistics Services and Air BP.
Today, more people in the western world earn a living from producing services than making manufactured goods. Now in its sixth edition, Principles of Services Marketing offers a comprehensive and contemporary introduction for students taking a module in services marketing. Fully updated and revised throughout, it reflects the latest technological developments and their impact for services marketing. New for this edition.... *Increased coverage of the customer experience *Highlights Web 2.0 for peer-to-peer interaction. *More on social networking sites and mobile internet *Focus on how the credit crunch impacts services marketing *Emphasis on ecological issues and their implications for marketing services
This is a comprehensive, practical and theoretical guide to the latest thinking in the foundations of services. The authors present contributions from the world''s leading experts on services marketing and management.'
This text with cases provides a contemporary overview of key issues in the marketing of services. It explores many issues that are familiar to students with a foundation in principles of marketing, and re-assesses these in the context of services. Up-to-date case studies and examples developed throughout chapters help students to fully appreciate those issues that are specific to services marketing: methods of defining the service offer; conceptualization, measurement and management of service quality; managing the employee input to the service offer and developing relationships with customers; and strategies to make services accessible.
Services Marketing Management builds on the success of the previous editions, formally entitled 'The Management and Marketing of Services', to provide an easily digestible approach to the service industry with a specific focus on the management and marketing elements. This new edition has been thoroughly revamped to include pedagogical features such as exercises and mini cases throughout the text to consolidate learning and make it more student friendly. New content has been incorporated to bring the subject matter thoroughly up to date, for example featuring more on the Internet, the inclusion of material on call centres in respect of service delivery and service encounter; additional material on customer relationship management (CRM); consideration of frontline employees and internal marketing; and a discussion of revenue management issues in managing demand and capacity. Particularly suitable for students on marketing, business and hospitality courses who require a good grounding in the principles of services marketing, the practical implications are shown clearly and effectively demonstrate how the principles are applied in the real world. A web based lecturer resource accompanies the text.
Gronroos (international and industrial marketing, Swedish School of Economics and Business Administration in Finland) examines the nature of market-oriented management and analyzes the impact that service- dominated competition has had and will continue to have on management thinking and decision making. He includes practical advice on how to cope with specific situations relative to the consumptive process. Annotation copyrighted by Book News, Inc., Portland, OR
This text provides an overview of the characteristics and underlying principles of delivering services in today's marketplace, and places these issues in the context of the frameworks and activities of various types of organization, such as financial services, tourism, charities and museums.
Now in its seventh edition, Principles of Services Marketing has been revised and updated throughout toreflect the most recent developments in this fast-moving and exciting sector. With a stronger emphasis onemerging and global economies, it’s been restructured to give clearer focus on key issues of efficiency,accessibility and customer experience. This authoritative text develops an indispensable framework forunderstanding services, their effective marketing and how this drives value creation. Key Features •Opening vignettes introduce a chapter’s key themes with short examples that present topics in familiar, everyday scenarios students can relate to •Longer case studies feature well-known companies and provide an opportunity to analyse real-life scenarios and apply understanding •‘In Practice’ vignettes drawn from services organizations from around the world and how services are delivered and experienced by customers •‘Thinking Around the Subject’ boxes examine the operational challenges of putting theory in to practice •‘Summary & links to other chapters’ reinforce the main topics covered and how they fit within the wider context of services marketing to improve overall understanding of the subject •Expanded coverage of key topics such as service dominant logic, servicescapes and the use of social media explore the latest theory and practice •Reflects the importance of marketing for public services and not-for-profit organizations •Includes new chapters on service systems and the experiential aspects of service consumption.
Services Marketing: People, Technology, Strategy is the eighth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples.This textbook takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Featuring cases and examples from all over the world, Services Marketing: People, Technology, Strategy is suitable for students who want to gain a wider managerial view of Services Marketing.