Services Marketing

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The sixth edition of Services Marketing represents a significant revision. Its contents reflect ongoing developments in the service economy, new research findings, and enhancements to the structure and presentation of the book in response to feedback from reviewers and adopters. It has a strongly managerial perspective, yet is rooted in recent solid academic research. The chapters are organized around a new framework for developing effective service marketing strategies that emphasizes the value exchange between suppliers and their customers. The examples of practical management application help in bridging the gap between theory and practice.FeaturesChapters have been restructured to improve the logical sequencing of topicsEach of the 15 chapters has been revised. All chapters incorporate new examples and references to recent researchNew applications of technology—from Internet-based strategies to biometrics—and the opportunities and challenges they pose, for customers and service marketers alike, are woven into the text at relevant pointsEight of the 11 readings are new and these are drawn from respected publications as Harvard Business Review, Business Week, Journal of Service Research, MIT Sloan Management Review, The Wall Street Journal, and The McKinsey QuarterlyTen new cases, including ones from Harvard, INSEAD, and YaleContentsPart I: Understanding Service Markets, Products, and CustomersNew Perspectives on Marketing in the Service Economy Customer Behavior in Service Encounters Reading Part II: Building The Service Model Developing Service Concepts: Core and Supplementary Elements Distributing Services through Physical and Electronic Channels Exploring Business Models: Pricing and Revenue Management Educating Customers and Promoting the Value Proposition Positioning Services in Competitive Markets Readings Part III: Managing The Customer Interface Designing and Managing Service Processes Balancing Demand and Productive Capacity Crafting the Service Environment Managing People for Service Advantage Readings Part IV: Implementing Profitable Service Strategies Managing Relationships and Building Loyalty Achieving Service Recovery and Obtaining Customer Feedback Improving Service Quality and Productivity Organizing for Change Management and Service Leadership Readings Part V: CASES Jia Jaiwanti, A Service Consumer Four Customers in Search of Solutions Starbucks: Delivering Customer ServiceGiordano: Positioning for International ExpansionJollibee Foods CorporationSullivan Ford Auto WorldCompuMentor and the DiscounTech.org ServiceDr. Anjishnu Sen Goes to LondonMenton BankMakeMyTrip.comThe Accra Beach HotelDr. Beckett's Dental OfficeThe Accellion Service GuaranteeShouldice Hospital Limited (Abridged)TLContact: CarePages Service (A)Massachusetts Audubon SocietyBharat Sanchar Nigam LimitedHilton HHonors Worldwide: Loyalty Wars