Services marketing : integrating customer focus across the firm
Author(s)
Bibliographic Information
Services marketing : integrating customer focus across the firm
McGraw-Hill/Irwin, c2013
6th ed
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Note
Includes index
Description and Table of Contents
Description
Services Marketing, 6/e, is written for students and businesspeople who recognise the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This edition focuses on knowledge needed to implement service strategies for competitive advantage across industries.
In addition to standard marketing topics (such as pricing), this text introduces students to entirely new topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blueprinting, customer cocreation, and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. Each of these topics represents pivotal content for tomorrow's businesses as they attempt to build strong relationships with their customers.
Table of Contents
PART 1 - Foundations for Services Marketing
Chapter 1 - Introduction to Services
Chapter 2 - Conceptual Framework of the Book: The Gaps Model of Service Quality
PART 2 - Focus on the Customer
Chapter 3 - Customer Expectations of Service
Chapter 4 - Customer Perceptions of Service
PART 3 - Understanding Customer Requirements
Chapter 5 - Listening to Customers through Research
Chapter 6 - Building Customer Relationships
Chapter 7 - Service Recovery
PART 4 - Aligning Service Design and Standards
Chapter 8 - Service Innovation and Design
Chapter 9 - Customer-Defined Service Standards
Chapter 10 - Physical Evidence and the Servicescape
PART 5 - Delivering and Performing Service
Chapter 11 - Employees' Roles in Service Delivery
Chapter 12 - Customers' Roles in Service Delivery
Chapter 13 - Managing Demand and Capacity
PART 6 - Managing Service Promises
Chapter 14 - Integrated Services Marketing Communications
Chapter 15 - Pricing of Services
PART 7 - Service and the Bottom Line
Chapter 16 - The Financial and Economic Impact of Service
Cases
Index
by "Nielsen BookData"
