Services marketing : people, technology, strategy
著者
書誌事項
Services marketing : people, technology, strategy
Pearson Education International, c2004
5th ed., international ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
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.
目次
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.
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