Services Marketing
1st Edition
Published on 22. May 2012
Book
Paperback/Softback
416 pages
978-0-19-557231-5 (ISBN)
Description
Increasingly, more attention is being given by businesses to the implications of services provision and how services can be best managed and marketed. This text has been written to provide an understanding of the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. With a practical focus, it provides the necessary skills to analyse those successful service strategies that create
customer value, achieve customer satisfaction and foster long term brand loyalty for a broad range of services. The text sequentially examines the various services marketing concepts, allowing students to develop conceptual frameworks that will enable to them to critically analyse the marketing
activities of selected Australasian service organisations, and therefore be able to develop strategies to apply those concepts.
customer value, achieve customer satisfaction and foster long term brand loyalty for a broad range of services. The text sequentially examines the various services marketing concepts, allowing students to develop conceptual frameworks that will enable to them to critically analyse the marketing
activities of selected Australasian service organisations, and therefore be able to develop strategies to apply those concepts.
More details
Language
English
Place of publication
Melbourne
Australia
Publishing group
Oxford University Press Australia
Target group
College/higher education
Upper undergraduate marketing and business students.
Illustrations
30 Abbildungen
30 illustrations
Dimensions
Height: 249 mm
Width: 204 mm
Thickness: 14 mm
Weight
766 gr
ISBN-13
978-0-19-557231-5 (9780195572315)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Bill Chitty is a Lecturer in Marketing at the Murdoch Business School, where he teaches both undergraduate and postgraduate units in integrated marketing communication, services marketing, and marketing management. He has also lectured in marketing for the Singapore National Employer Federation-Murdoch University Commerce programme, and for the Murdoch MBA programme in Manila.
Andrew Hughes is a marketing lecturer at Australian National University. His research focuses on Political marketing, celebrity marketing, branding, advertising (especially television advertising), strategy, services marketing and non profit marketing.
Dr Steven D'Alessandro is a Senior Lecturer in marketing at Macquarie University. He has published 58 refereed papers in leading international journals (including the European Journal of Marketing, International Marketing Review, Psychology and Marketing, Journal of Marketing Theory and Practice and Applied Economics) books, and conferences.
Andrew Hughes is a marketing lecturer at Australian National University. His research focuses on Political marketing, celebrity marketing, branding, advertising (especially television advertising), strategy, services marketing and non profit marketing.
Dr Steven D'Alessandro is a Senior Lecturer in marketing at Macquarie University. He has published 58 refereed papers in leading international journals (including the European Journal of Marketing, International Marketing Review, Psychology and Marketing, Journal of Marketing Theory and Practice and Applied Economics) books, and conferences.
Content
Part 1: Service Organisations and their Customers 1. An Overview of Services Marketing 2. Customer Decision-making and Service Interactions 3. Market Segmentation and Service Positioning 4. Managing the Service Encounter Case StudiesPart 2: Marketing Strategies for Services 5. Service Development and Delivery 6. Services Marketing Theory 7. Pricing the Service 8. Integrated Marketing Communications for Services Case StudiesPart 3: Delivering Service Value 9. Managing Productive Capacity and Customer Demand 10. Customer Satisfaction and Service Quality 11. Managing the Customer Service Function 12. Customer Relationship Management Case Studies