Services marketing : people, technology, strategy
著者
書誌事項
Services marketing : people, technology, strategy
Pearson/Prentice Hall, c2004
5th ed
大学図書館所蔵 全13件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
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.
「Nielsen BookData」 より