Essentials of Services Marketing, 3rd Edition is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting global outlook with visual learning aids and clear language. It has been designed so that instructors can make selective use of chapters and cases to teach courses of different lengths and formats in either services marketing or services management.
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: Dr Beckett's Dental Office
Case 3: Uber
Case 4: Banyan Tree
Case 5: Kiwi Experience
Case 6: Accra Beach Hotel
Case 7: Revenue Management of Gondolas
Case 8: Aussie Pooch Mobile
Case 9: Shouldice Hospital Limited
Case 10: Red Lobster
Case 11: Singapore Airlines
Case 12: Dr Mahalee Goes to London
Case 13: Royal Dining Membership Program Dilemma
Case 14: Customer Asset Management at DHL in Asia
Case 15: Starbucks: Delivering Customer Service
Case 16: Lux Resorts
Case 17: KidZania: Shaping a Strategic Service Vision for the Future
