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Services Marketing, 7/e

Services Marketing, 7/e

Author(s):
  • Christopher Lovelock
  • Jochen Wirtz
  • Jayanta Chatterjee
    • Author: Christopher Lovelock
    • ISBN:9788131759394
    • Price: Rs. 485.00
    • Pages:704
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


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    Organized around a strategic marketing framework, Services Marketing provides with maximum flexibility for instructors in structuring the course for teaching and at the same time guiding students into the consumer and competitive environments in services marketing. The marketing framework has been restructured for this edition to reflect the current services marketing scene. The examples of practical application of concepts help in bridging the gap between theory and practice. It has a strongly managerial perspective, but is rooted in solid recent academic research.

    Table of Content

    PART I Understanding Service Products, Consumers, and Markets
    1. New Perspectives on Marketing in the Service Economy
    2. Consumer Behavior in a Services Context
    3. Positioning Services in Competitive Markets
    PART II Applying the 4 Ps of Marketing to Services
    1. Developing Service Products: Core and Supplementary Elements
    2. Distributing Services through Physical and Electronic Channels
    3. Setting Prices and Implementing Revenue Management
    4. Promoting Services and Educating Customers
    PART III Managing the Customer Interface
    1. Designing and Managing Service Processes
    2. Balancing Demand and Productive Capacity
    3. Crafting the Service Environment
    4. Managing People for Service Advantage
    PART IV Implementing Profitable Service Strategies
    1. Managing Relationships and Building Loyalty
    2. Complaint Handling and Service Recovery
    3. Improving Service Quality and Productivity
    4. Striving for Service Leadership
    CASES
    1. Sullivan Ford Auto World
    2. Four Customers in Search of Solutions
    3. Dr. Beckett’s Dental Office
    4. Starbucks: Delivering Customer Service
    5. Giordano: Positioning for International Expansion
    6. MakeMyTrip.com
    7. Jollibee Foods Corporation
    8. The Accra Beach Hotel: Block Booking of Capacity During a Peak Period
    9. Marketing Strategy for a Media Service: The Case of Radio Spicy— An Intern’s Report
    10. CompuMentor and the DiscounTech.org Service
    11. Creating an Earned-Income Venture for a Nonprofit Organization
    12. Dr Mahalee Goes to London
    13. Revenue Management of Gondolas: Maintaining the Balance Between Tradition and Revenue
    14. The Way Ahead for MANTIS
    15. Hilton HHonors Worldwide: Loyalty Wars
    16. The Accellion Service Guarantee
    17. Shouldice Hospital Limited (Abridged)
    18. Massachusetts Audubon Society
    19. TLContact: CarePages Service (A)

    Salient Features

    • Revised Framework: Gets students to build on their principles of marketing knowledge
    • New Coverage of Technology: Shows students to use new social media outlets like the Internet-based strategies and biometrics, search-engine optimization, Twitter, and M-commerce
    • New Cases: Encourages concept application. Examples include:
      • Case on Radio Spicy
      • Case on Mantis
    • Opening Vignettes: Provide students with a snapshot of the coming chapter
    • Three Types of Boxed Inserts: Present topics for classroom discussion
      • Best Practice in Action–demonstrates the application of best practices
      • Research Insights–presents summaries of relevant and often provocative academic research
      • Service Perspectives–offers in-depth examples that illustrate key concepts