Summary: For graduate-level/MBA courses in Services Marketing.Edition/Copyright: 5TH 04
Significantly revised, restructured, and updated to reflect the challenges facing today's service managers, this text/reader/casebook combines conceptual rigor with real world examples and practical applications. Exploring both concepts and techniques of marketing for an exceptionally broad range of service categories and industries, the Fifth Edition also features, eight current readings from leading th ...show moreinkers in the field, and 15 compelling classroom-tested cases.
- NEW - Major update--New material has been added to each chapter and the text has been streamlined from 18 to 15 chapters for greater clarity.
- New Chapter 3: Positioning Services in Competitive Markets (formerly Chapter 7);
- New Chapter 8: Designing and Managing Service Processes;
- New Chapter 10: Planning the Service Environment;
- New coverage of revenue management/yield management in Chapter 6;
- Material on globalization and technology is now integrated throughout the text.
- NEW - Co-author Jochen Wirtz, an expert in customer feedback and service recovery.
- Collaboration of authors enriches the text with their combined experience in teaching, consulting, and research that provides instructors with a versatile, flexible text.
- NEW - 15 class-tested cases--Range in length and are drawn from a cross-section of service industries including business-to-business, nonprofit, and financial services. All are copyrighted post-2000.
- Motivates students to prepare, discuss, and learn from relevant and timely cases that explore service marketing challenges both in the U.S. and internationally.
- NEW - 6 new readings--Sources include Harvard Business Review, International Journal of Service Industry Management, Journal of Service Research, and Sloan Management Review, as well as articles specifically commissioned for this text from leading academic experts.
- Enhances the learning experience for students by exposing them to insights from leading researchers.
- An integrated approach--Places marketing issues within a broader general management context while offering a balanced focus on the close ties that link the marketing, operations, and human resource functions, and explores the broader competitive arena in the marketplace.
- Enables instructors to make selective use of chapters, readings, and cases to teach courses of different lengths and formats in either services marketing or service management.
- The 8Ps framework of integrated service management--Presents Productivity and Quality as linked concepts and modifies several of the elements of the traditional 7Ps framework (e.g., describing service delivery systems in terms of "Place, Cyberspace, and Time" instead of the outdated "Place" terminology).
- Shows students how different elements of service strategy--including productivity and quality--fit together in a modern, synergistic framework.
Publisher: Prentice Hall, Inc.
Other Editions of Services Marketing: