Services Marketing
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Product details:
- Edition number 2
- Publisher OUP Australia & New Zealand
- Date of Publication 13 June 2019
- ISBN 9780190303167
- Binding Paperback
- No. of pages496 pages
- Size 248x203x20 mm
- Weight 1004 g
- Language English 0
Categories
Short description:
Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from global service-based economies.
MoreLong description:
Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from global service-based economies.
This text encourages students to develop an understanding of the service processes that create value for identified target markets. An analytical learning approach, based on applying established and evolving services marketing concepts for Australasian organisations, is the rationale of the pedagogy adopted by this text. That approach is warranted for two reasons:
- Australian and New Zealand service organisations are developing closer economic ties with the growing markets of their South-East Asian counterparts.
- By understanding Australasian service organisations, students will be able to adopt an international perspective on services marketing.
Table of Contents:
PART 1: SERVICE ORGANISATIONS AND THEIR CUSTOMERS
Chapter 1: An Overview of Services Marketing
Chapter 2: Market Segmentation and Service Positioning
Chapter 3: Customer Decision-making and Service Interactions
Chapter 4: Managing the Service Encounter
PART 2: MARKETING STRATEGIES FOR SERVICES
Chapter 5: Developing Service Products
Chapter 6: The Service Delivery Process and Self-service Technology
Chapter 7: Pricing Service Products
Chapter 8: Managing Productive Capacity and Customer Demand
Chapter 9: Marketing Communications for Service
PART 3: DELIVERING SERVICE VALUE
Chapter 10: The Service Experience
Chapter 11: Customer Satisfaction and Service Quality
Chapter 12: Complaint Handling and Service Recovery
Chapter 13: Customer Relationship Management
Glossary
Index
