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Essentials of Services Marketing

By: Material type: TextTextPublication details: Harlow: Pearson, 2023Edition: 4thDescription: xxviii, 649p. : ill.; 28 cmISBN:
  • 978-1-292-42519-1
DDC classification:
  • 658.8
Contents:
PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS Chapter 1: Introduction to Services Marketing Chapter 2: Consumer Behavior in a Services Context Chapter 3: Positioning Services in Competitive Markets PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES Chapter 4: Developing Service Products and Brands Chapter 5: Distributing Services through Physical and Electronic Channels Chapter 6: Setting Prices and Implementing Revenue Management Chapter 7: Promoting Services and Educating Customers PART III — DESIGNING AND MANAGING THE CUSTOMER INTERFACE Chapter 8: Designing Service Processes Chapter 9: Balancing Demand and Capacity Chapter 10: Crafting the Service Environment Chapter 11: Managing People for Service Advantage PART IV — DEVELOPING CUSTOMER RELATIONSHIPS Chapter 12: Managing Relationships and Building Loyalty Chapter 13: Complaint Handling and Service Recovery PART V — STRIVING FOR SERVICE EXCELLENCE Chapter 14: Improving Service Quality and Productivity Chapter 15: Building a World-Class Service Organization PART VI — CASE STUDIES Case 1 Sullivan Ford Auto World Case 2 Susan Munro, Service Consumer Case 3 Dr. Beckett's Dental Office Case 4 Uber's Unintended Burdens Case 5 Kiwi Experience Case 6 The Accra Beach Hotel: Block Booking of Capacity during a Peak Period Case 7 Revenue Management at The View Case 8 Aussie Pooch Mobile Case 9 Service Robots in the Frontline: How Will Aarion Bank's Customers Respond? Case 10 Digital Luxury Services: Tradition versus Innovation in Luxury Fashion Case 11 National Library Board Singapore: Delivering Cost-Effective Service Excellence through Innovation and People Case 12 Red Lobster Case 13 Banyan Tree: Branding the Intangible Case 14 Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence Case 15 Menton Bank Case 16 Dr. Mahalee Goes to London: Global Client Management Case 17 Platform vs Pipeline Business Models: Are Airbnb and Marriott Right to Move into Each Other's Turf? Case 18 The Royal Dining Membership Program Dilemma
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Holdings
Item type Current library Home library Collection Call number Status Date due Barcode Item holds
Books Books IFM Main Campus Library Work Room processing IFM Main Campus Library Non-fiction 658.8 WIR (Browse shelf(Opens below)) Available 0000030312
Books Books IFM Main Campus Library Work Room processing IFM Main Campus Library Non-fiction 658.8 WIR (Browse shelf(Opens below)) Available 0000030314
Books Books IFM Main Campus Library Work Room processing IFM Main Campus Library Non-fiction 658.8 WIR (Browse shelf(Opens below)) Available 0000030313
Total holds: 0

TABLE OF CONTENTS

PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS

Chapter 1: Introduction to Services Marketing
Chapter 2: Consumer Behavior in a Services Context
Chapter 3: Positioning Services in Competitive Markets

PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES

Chapter 4: Developing Service Products and Brands
Chapter 5: Distributing Services through Physical and Electronic Channels
Chapter 6: Setting Prices and Implementing Revenue Management
Chapter 7: Promoting Services and Educating Customers

PART III — DESIGNING AND MANAGING THE CUSTOMER INTERFACE

Chapter 8: Designing Service Processes
Chapter 9: Balancing Demand and Capacity
Chapter 10: Crafting the Service Environment
Chapter 11: Managing People for Service Advantage

PART IV — DEVELOPING CUSTOMER RELATIONSHIPS

Chapter 12: Managing Relationships and Building Loyalty
Chapter 13: Complaint Handling and Service Recovery

PART V — STRIVING FOR SERVICE EXCELLENCE

Chapter 14: Improving Service Quality and Productivity
Chapter 15: Building a World-Class Service Organization

PART VI — CASE STUDIES

Case 1 Sullivan Ford Auto World
Case 2 Susan Munro, Service Consumer
Case 3 Dr. Beckett's Dental Office
Case 4 Uber's Unintended Burdens
Case 5 Kiwi Experience
Case 6 The Accra Beach Hotel: Block Booking of Capacity during a Peak Period
Case 7 Revenue Management at The View
Case 8 Aussie Pooch Mobile
Case 9 Service Robots in the Frontline: How Will Aarion Bank's Customers Respond?
Case 10 Digital Luxury Services: Tradition versus Innovation in Luxury Fashion
Case 11 National Library Board Singapore: Delivering Cost-Effective Service Excellence through Innovation and People
Case 12 Red Lobster
Case 13 Banyan Tree: Branding the Intangible
Case 14 Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence
Case 15 Menton Bank
Case 16 Dr. Mahalee Goes to London: Global Client Management
Case 17 Platform vs Pipeline Business Models: Are Airbnb and Marriott Right to Move into Each Other's Turf?
Case 18 The Royal Dining Membership Program Dilemma