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Book Cover
Book
Author Chitty, William, author

Title Services marketing / William Chitty, Andrew Hughes, Steven D'Alessandro
Published South Melbourne, Vic. : Oxford University Press, 2012
South Melbourne, Victoria : Oxford University Press, 2012
©2012

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Location Call no. Vol. Availability
 WATERFT BUSINESS  658.8 Chi/Sma  AVAILABLE
Description xxvi, 293 pages : illustrations (chiefly colour) ; 25 cm
Contents Part 1: Service Organisations and their Customers. 1. An Overview of Services Marketing -- 2. Customer Decision-making and Service Interactions -- 3. Market Segmentation and Service Positioning -- 4. Managing the Service Encounter -- Part 1: Case Studies -- Part 2: Marketing Strategies for Services. 5. Service Development and Delivery -- 6. Pricing the Service -- 7. Self-service technology -- 8. Integrated Marketing Communications for Services -- Part 2 Case Studies -- Part 3: Delivering Service Value. 9. Managing Productive Capacity and Customer Demand -- 10. Customer Satisfaction and Service Quality -- 11. Managing the Customer Service Function -- 12. Customer Relationship Management -- Part 3 Case Studies
Summary Services Marketing sequentially examines the various services marketing concepts, allowing students to develop conceptual frameworks that will enable to them to critically analyse the marketing activities of selected service organisations, and be able to develop strategies to apply those concepts
Analysis Australian
Notes Includes index
Bibliography Includes bibliographical references and index
Subject Customer services -- Management.
Service industries -- Management.
Service industries -- Marketing.
Service industries -- Marketing -- Textbooks.
Customer services -- Management -- Textbooks.
Service industries -- Management -- Textbook
Service industries -- Management -- Textbooks.
Service industries -- Marketing -- Textbook
Customer services -- Management -- Textbook
Genre/Form Textbooks.
Textbook
Textbooks.
Author Hughes, Andrew, author
D'Alessandro, Steven, author
LC no. 2012406451
ISBN 9780195572315 (paperback)