| Description |
xviii, 652 pages : illustrations, 1 map, 2 portraits ; 26 cm |
| Contents |
Pt. 1. Understanding Service Products, Consumers, and Markets -- Ch. 1. Introduction to Services Marketing -- Ch. 2. Consumer Behavior in Service Encounters -- Ch. 3. Positioning Services in Competitive Markets -- "Service Theater: An Analytical Framework for Services Marketing" / Stephen J. Grove and Raymond P. Fisk -- "How We Built a Strong Company in a Weak Industry" / Roger Brown -- Pt. 2. Key Elements of Services Marketing -- Ch. 4. Creating the Service Product -- Ch. 5. Designing the Communications Mix for Services -- Ch. 6. Pricing and Revenue Management -- Ch. 7. Distributing Services -- "Cultivating Service Brand Equity" / Leonard L. Berry -- "The Strategic Levers of Yield Management" / Sheryl E. Kimes and Richard B. Chase -- Pt. 3. Managing the Service Delivery Process -- Ch. 8. Designing and Managing Service Processes -- Ch. 9. Balancing Demand and Capacity -- Ch. 10. Planning the Service Environment -- Ch. 11. Managing People for Service Advantage -- "How to Lead the Customer Experience" / Stephan H. Haeckel, Lewis P. Carbone and Leonard L. Berry -- "The High Cost of Lost Trust" / Tony Simons -- Pt. 4. Implementing Services Marketing -- Ch. 12. Managing Relationships and Building Loyalty -- Ch. 13. Customer Feedback and Service Recovery -- Ch. 14. Improving Service Quality and Productivity -- Ch. 15. Organizing for Service Leadership -- "Where Should the Next Marketing Dollar Go?" / Roland T. Rust, Katherine N. Lemon and Valarie A. Zeithaml -- "Why Service Stinks" / Diane Brady -- "Linking Actions to Profits in Strategic Decision Making" / Marc J. Epstein and Robert A. Westbrook -- Case 1. Sullivan Ford Auto World -- Case 2. Four Customers in Search of Solutions -- Case 3. Commerce Bank -- Case 4. Giordano: International Expansion -- Case 5. Aussie Pooch Mobile -- Case 6. Visiting Nurse Associations of America -- Case 7. Accra Beach Hotel: Block Booking of Capacity during a Peak Period -- Case 8. Coyote Loco: Evaluating Opportunities for Revenue Management -- Case 9. Menton Bank -- Case 10. Vick's Pizza Corporation -- Case 11. Hilton HHonors Worldwide: Loyalty Wars -- Case 12. Massachusetts Audubon Society -- Case 13. The Accellion Service Guarantee -- Case 14a. Innovation at Progressive (A): Pay-As-You-Go Insurance -- Case 14b. Innovation at Progressive (B): Homeowners Insurance -- Case 14c. Innovation at Progressive (C): Auto Repair -- Case 15. TLContact.com |
| Notes |
Previous ed.: c2001 |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Professions -- Marketing.
|
|
Service industries -- Marketing.
|
| Author |
Wirtz, Jochen.
|
| LC no. |
2003060912 |
| ISBN |
0131138650 cased |
|
0131268465 International edition |
|
