Services Marketing: Operation, Management And Strategy

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The book equips the readers with the relevant information and develops the skills necessary to understand and use of that unique skill. In this book, concepts and theories are explained in relation to how they directly apply to a service business and every concept is followed by a real-world example. The book uses a unique triangular method of positioning a service operation. It contains eight comprehensive cases that can be used for term projects. Each chapter of this book ends with discussion and critical thinking questions to pose challenging scenarios. Special Feature The book equips the readers with the relevant information and develops the skills necessary to understand and use of that unique skill. One of the authors, Kenneth E. Clow, has substantive hands-on experience in service industry. Concepts and theories explained in relation to how they directly apply to a service business and every concept followed by a real-world example. Every concept and theory couched in behavioural terms to make one understand how the idea impacts thinking. Eight comprehensive cases that can be used for term projects. Each chapter also ends with a short case for in-class or small group discussions. The book uses a unique triangular method of positioning a service operation. Each chapter ends with discussion and critical thinking questions to pose challenging scenarios.

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Kenneth E. Clow Ph.D., University of Arkansas. Dr. Kenneth is currently Dean of the College of Business Administration at the University of Louisiana at Monroe. He has published over 100 articles in academic journals and proceedings. Dr. Clow obtained his Ph.D. from the University of Arkansas in 1992. Prior to earning his doctorate, he was in service business for eight years. David L. Kurtz Ph.D., University of Arkansas Dr. David Kurtz is the author, co-author, or editor of32 books and over 115 articles, Papers, cases and proceedings. Dr. Kurtz is also the co-author of two market leading texts. An estimated four million students have studied from his text books. Table of Contents Part I. The Foundation of Service Marketing 1 Introduction to Services Marketing 2 The Purchase Process for Services 3 Consumer Expectations of Services 4 Service Quality Part II. Managing the Service Outcome 5 Operations 6 People 7 Service Environment 8 Pricing 9 Distribution Part III. Service Strategies 10 Competitive Marketing Strategies 11 Managing Supply, Demand and Productivity, 12 Customer Retention Developing an Integrated Communication Program