| Description |
1 online resource (529 pages) |
| Contents |
Front Cover; Front Matter; Half title; Dedication; Full title; Imprint; Brief contents; Contents; Preface; About the authors and contributors; Authors of cases; Part 1 Understanding the nature of service products and markets; Chapter 1 Marketing in the service economy; Commonwealth Bank of Australiaâ#x80;#x99;s (CBA) new â#x80;#x98;CANâ#x80;#x99; campaign; Introduction; Services dominate the economy in most nations; Services defined; Services: intangible elements dominate value creation; Powerful forces are transforming the service economy; Differences between goods and services |
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How do services differ from one another?Categorising service processes; Service as a system; An expanded marketing mix for services; The interdependence of marketing, operations and IT and human resources; Mini case: Rentafriend.com; Chapter 2 Customer behaviour, culture and service encounters; BridgeClimbâ#x80;#x94;understanding consumers led to designing the ultimate experience; Introduction; Understanding customer behaviour; Impact of culture; The three-stage model of service consumption; Mini case: Personal trainersâ#x80;#x94;a growth opportunity; Chapter 3 Positioning services in competitive markets |
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Medical tourism in South-East Asia is positioned to attract foreign patientsIntroduction; Positioning and the search for competitive advantage; Defining and profiling market segments; Competitive positioning; Steps in developing a positioning strategy; Positioning maps; Mini case: MasterCard® and PayPassâ#x84;Ø; Part 2 Building the service model and creating customer value; Chapter 4 Developing service products: core and supplementary service elements; Tough Mudderâ#x80;#x94;itâ#x80;#x99;s about buying a painful experience; Introduction; What is a service product?; The â#x80;#x98;Flower of Serviceâ#x80;#x99; model |
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Developing a service product strategyNew-service development; Branding strategies for services; Mini case: The Hong Kong Airport Express; Chapter 5 Distributing services through physical and electronic channels; Coming to a pocket near you: the digital wallet; Introduction; Distribution strategy in a services context; Distribution options for serving customers; Place and time decisions; Services delivered online; The role of intermediaries; Distributing services internationally; The role of flowcharting and blueprinting; Mini case: Myer expects tenfold increase in online sales |
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Chapter 6 Understanding costs and developing pricing strategySpoilt for choiceâ#x80;#x94;finding the right private health insurance; Introduction; Objectives for establishing prices; The role of price in marketing strategy; The three foundations of pricing strategy; Revenue (yield) management for services; Ethical considerations in service pricing; Putting service pricing into practice; Mini case: Pricing tables with a view; Appendix: Different types of costs, contribution and break-even analysis and their managerial implications; Chapter 7 Balancing productive capacity and demand |
| Notes |
Early morning skiing |
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Print version record |
| Subject |
Service industries -- Southeast Asia -- Marketing
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Service industries -- Australia -- Marketing
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Customer services -- Southeast Asia -- Marketing
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Customer services -- Australia -- Marketing
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Customer services -- Marketing.
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Service industries -- Marketing.
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Australia.
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Southeast Asia.
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| Form |
Electronic book
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| Author |
Patterson, Paul
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Wirtz, Jochen
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| ISBN |
9781486004768 |
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1486004768 |
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