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Essentials of Services Marketing, 2nd Edition

by: Wirtz, Chew, Lovelock

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On-line Price: $107.77 (includes GST)

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Retail Price: $124.77

Publisher: ,08.06.12

Category: MARKETING Level:

ISBN: 9810686188
ISBN13: 9789810686185

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PRESCRIBED TEXT FOR MM314 AT UNE, TRIMESTER 2 2013

Essentials of Services Marketing delivers streamlined coverage of services marketing topics with an exciting global outlook.

With its visual learning aids and clear language, students read less to learn more.

For undergraduate services marketing courses.

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: Core and Supplementary Elements

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 and Managing 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: Organizing for Service Leadership

PART V - STRIVING FOR SERVICE EXCELLENCE

Chapter 14: Improving Service Quality and Productivity

Chapter 15: Organizing for Service Leadership

PART VI - CASE STUDIES

Case 1: Sullivan Ford Auto World

Case 2: Dr Beckett's Dental Office

Case 3: Bouleau & Huntley: Cross-Selling Professional Services

Case 4: Banyan Tree: Branding the Intangible

Case 5: Giordano: Positioning for International Expansion

Case 6: Kiwi Experience

Case 7: Distribution at American Airlines (A)

Case 8: Managing Word-of-Mouth: Referral Incentive Program that Backfired

Case 9: Accra Beach Hotel: Block Booking of Capacity

Case 10: Revenue Management of Gondolas

Case 11: Aussie Pooch Mobile

Case 12: Shouldice Hospital Limited (Abridged)

Case 13: Red Lobster

Case 14: Singapore Airlines: Aligning Strategy and Organization

Case 15: Customer Asset Management at DHL in Asia

Case 16: Dr Mahalee Goes to London

Case 17: Hilton HHonors Worldwide: Loyalty Wars

Case 18: Royal Dining Membership Program Dilemma

Case 19: Complaint Letter

Case 20: The Broadstripe Service Guarantee

Case 21: Starbucks: Delivering Customer Service

NEW! Help students see how various concepts fit into the big picture: Revised Framework
This edition is organized around a revised framework that communicates key chapter
concepts quickly. There is stronger chapter integration as well as tighter presentation and
structure. Each chapter has its own integrative framework, providing a visual
representation in the overall framework of the book.

NEW! Help students see the real-world connection: New and Revised Cases and Examples
This edition features a broader spread of cases and examples from around the world.
Familiar service situations that students can identify with - such as breakdown of an
internet service, long waiting times at a fast-food restaurant, a referral reward program
gone wrong - are often used to make it easier for them to see the link between theory and
practice.
?? Work Your ESM provides short scenarios for students to apply concepts learned,
thereby extending their understanding.

NEW! Show students the use of new social media outlets: New Coverage of Technology
This text addresses new applications of technology that cover topics like Internet-based
strategies and biometrics, search-engine optimization, Twitter, and M-commerce. The
opportunities and challenges that new social media poses for customers and service
marketers are woven throughout this edition.