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.
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.
This 2nd edition provides a highly accessible perspective on the management and marketing services. In particular, service design and productivity are examined as well as more general topics such as implications for services in the future.
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.
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.'
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
Customer satisfaction is a critical factor to the potential success or failure of a business. By implementing the latest marketing strategies, organizations can better withstand the competitive market. Strategic Marketing Management and Tactics in the Service Industry is an essential reference publication that features the latest scholarly research on service strategies for competitive advantage across industries. Covering a broad range of topics and perspectives such as customer satisfaction, healthcare service, and microfinance, this book is ideally designed for students, academics, practitioners, and professionals seeking current research on best practices to build rapport with customers.
Modern corporations face a variety of challenges and opportunities in the field of sustainable development. Properly managing assets and maintaining effective relationships with customers are crucial considerations in successful businesses. Innovations in Services Marketing and Management: Strategies for Emerging Economies presents insights into marketing strategies and tactical perspectives in both large and small enterprises. The chapters in this book explore case studies, contemporary research, and theoretical frameworks in effective business management, providing students, academicians, researchers, and managers with the resources and insight necessary to identify key trends in emerging economies and build the next generation of innovative services.
In order to deliver excellent service quality, it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the students with an overview of services marketing from this clear strategic orientation. It includes: A linking of five core guiding principles: market orientation, assets and capabilities, characteristics of services, internationalization and the value concept New coverage of electronic services Many 'Service Practice' boxes, featuring examples from all of the world End of chapter review questions and practical assignments Full length cases at the end of the book with accompanying exercises "This is a welcome second edition, firmly establishing it as a leading international text on strategic services marketing. Though completely revised, it retains the unique focus of the original on care for the individual and the understanding, creation and delivery of value to customers, with the authors bringing their topic vividly to life through numerous international examples. Clearly written and logically structured, it will be an invaluable resource for services marketing and management courses at all levels." —Professor Graham Hooley, Aston Business School "An up-to-date, comprehensive and truly global treatment of services marketing management with new insights for every reader." —Leonard L. Berry, Distinguished Professor of Marketing, Mays Business School and author of Discovering the Soul of Service "This book is a very valuable addition to the services marketing literature. Its logical structure and clarity of expression will make it extremely appealing to students and lecturers." —Steve Oakes, University of Liverpool "This is a must for students, teachers and practitioners in services marketing." —Kjell Grønhaug, Norwegian School of Economics and Business Administration "This is an academically rigorous text with a strong European focus – excellent." —Jill Brown, Portsmouth Business School "Services Marketing Management: a comprehensive and completely up-to-date book based on an excellent combination of modern theory and actual practice." —Peter Leeflang, Frank M. Bass Professor of Marketing, University of Groningen and Professor at Johann Wolfgang Goethe University at Frankfurt am Main "This excellent textbook has got what it strongly deserved: a second edition. I particularly appreciate: the consequent focus on market and customer orientation the integration of business-to-business services the overarching HRM perspective and the refined didactic approach not self-evident in other service management textbooks What a service for the reader!" —Bernd Günter, Heinrich-Heine Universität, Düsseldorf
Concept Of Service | Service Characterristics | Service Expectations | The Service Product | Service Location | Pricing For Services | Promotion Services | The Service Process| Physical Evidence | People And Services | Internal Versus External Marketing |
