- Hardcover: 660 pages
- Publisher: Prentice Hall; 3 edition (12 Jan 1996)
- Language English
- ISBN-10: 0134558413
- ISBN-13: 978-0134558417
- Product Dimensions: 23.6 x 18.5 x 3.8 cm
- Average Customer Review: 4.7 out of 5 stars See all reviews (3 customer reviews)
- Amazon Bestsellers Rank: 2,947,591 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
Leading graduate/undergraduate text in services marketing, incorporating text, cases and readings. Fully revised and updated reflecting increasing importance of the service sector.
From the Back Cover
Services marketing, once a tiny academic field championed by just a handful of pioneering professors, has become a thriving area of activity. Paralleling growing research efforts in both academia and business is increased student interest in taking courses that focus on different aspects of managing service organizations, including marketing. This makes a lot of sense from a career standpoint, since most business school graduates will be going to work in service industries and managers report that manufacturing-based models of business practice are not always useful to them.
Distinguishing Features of Services Marketing, Fourth Edition
This highly readable book includes
- a strong managerial orientation and strategic focus
- use of conceptual frameworks that have been classroom tested for relevance to both MBA students and executive seminar participants
- incorporation of key academic research findings
- use of interesting examples to link theory to practice
- inclusion of carefully selected readings and cases to accompany the text chapters
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Customer Reviews
Most Helpful Customer Reviews
Format:Hardcover
A must for all those interested in what is now a major part of most economies - Services.
The authors cover the issues involved in Marketing services in a clear and lucid manner with lots of case histories.
Whether studying, wanting to understand the subject or looking to improve on your services business offering, this book is highly recommended.
The authors cover the issues involved in Marketing services in a clear and lucid manner with lots of case histories.
Whether studying, wanting to understand the subject or looking to improve on your services business offering, this book is highly recommended.
4 of 7 people found the following review helpful
Format:Hardcover
CAUSE OBJECTIVES:
- To explain the real difference between goods and services and illustrate the fundamentals of services marketing.
- To explore the common characteristics of leading services firms that deliver extraordinary services value to their customers.
- To create services champions that challenge competitors on services issues.
CAUSE OUTLINE:
I. Understanding services
II. Service value as source of competitive advantage.
III. The service profit chain , Building customers loyalty
IV. Designing New services champion
V. Internal marketing. Building partnership to support frontline people.
VI. Service Branding- Creating a strong Brand
VII. Transactional Marketing. Enhancing Customer Experience.
VIII. Delivering services culture and delighting your customers.
Service Economy:
• Service account for 60% or more of western countries economy.
• In the US & European more then 70% of all workers are noe employed in services.
• Of those working in manufacturing 70% perform service tasks such as research logistic.
• In 1983 hardware revenues represented 83% of IBM total turnover. In 1997 hard ware represented only 46%.
• 80% start –up companies are services firms.
• The biggest part of IT investment comes from services industries .
• Japan’s services trade deficit was 50 billion US $ in 1999.
What is service?
- All economics activities of private firms whose outputs are other than tangible goods
Services:
- Intangible
- Perishability
- Inseparability between production and consumption
- Variability
2 of 4 people found the following review helpful
Format:Paperback
A nice book which helps to undersatsnd insights of service marketing. It assisted me in developing my business and attract more customers. I recommend this book to those who want to succeed in service business.
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