Services marketing : people, technology, strategy
著者
書誌事項
Services marketing : people, technology, strategy
(Pearson international edition)
Pearson/Prentice Hall, c2007
6th ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
For advanced undergraduate and MBA/EMBA courses in Services Marketing.
Organized around a strategic marketing framework to give instructors maximum flexibility in teaching and take students deeper into the consumer and competitive environments in services marketing.
目次
PART 1: UNDERSTANDING SERVICE MARKETS, PRODUCTS, AND CUSTOMERS
1. New Perspectives on Marketing in the Service Economy
2. Customer Behavior in Service Encounters
PART 2: BUILDING THE SERVICE MODEL
3. Developing Service Concepts: Core and Supplementary Elements
4. Distributing Services through Physical and Electronic Channels
5. Exploring Business Models: Pricing and Revenue Management
6. Educating Customers and Promoting the Value Proposition
7. Positioning Services in Competitive Markets
PART 3: MANAGING THE CUSTOMER INTERFACE
8. Designing and Managing Service Processes
9. Balancing Demand against Productive Capacity
10. Crafting the Service Environment
11. Managing Service Employees for Competitive Advantage
PART 4: IMPLEMENTING PROFITABLE SERVICE STRATEGIES
12. Creating Relationships and Building Customer Loyalty
13. Achieving Service Recovery and Obtaining Customer Feedback
14. Improving Service Quality and Productivity
15. Organizing for Change Management and Service Leadership
Glossary
Credits
Name Index
READINGS
Wingfield, "In a Dizzying World, One Way to Keep Up: Renting Possessions"
Datta and Krishnan, "The Health Travellers"
Kimes and Chase, "The Strategic Levers of Yield Management"
Thornton, "Fees! Fees! Fees!"
Roberts, "Best Practice: Defensive Marketing-How a Strong Incumbent Can Protect Its Position"
Heracleous, Wirtz and Johnston, "Kung-Fu Service Development at Singapore Airlines"
Gilson and Khandelwal, "Getting More from Call Centers: Used Properly, They Can Be Strategic Assets"
Haeckel, Carbone, and Berry, "How to Lead the Customer Experience"
Brady, "Why Service Stinks"
Berry, Shankar, Parish, Cadwallader, and Dotzel, "Creating New Markets through Service Innovation"
Reichheld, "The One Number You Need to Grow"
CASES
Case 1: Susan Munro, Service Consumer
Case 2: Four Customers in Search of Solutions
Case 3: Dr Beckett's Dental Office
Case 4: Starbucks: Delivering Customer Service
Case 5: Giordano: Positioning for International Expansion
Case 6: Aussie Pooch Mobile
Case 7: Jollibee Foods Corporation
Case 8: Accra Beach Hotel
Case 9: Sullivan Ford Auto World
Case 10: CompuMentor and the DiscounTech.org Service: Creating An Earned-Income Venture for a Nonprofit Organization
Case 11: Dr. Mahalee Goes to London
Case 12: Menton Bank
Case 13: Red Lobster
Case 14: Hilton HHonors Worldwide Loyalty Wars
Case 15: The Accellion Service Guarantee
Case 16: Shouldice Hospital Limited (Abridged)
Case 17: Massachusetts Audubon Society
Case 18: TLContact: CarePages Services (A)
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