Essentials of Services Marketing, Global 3rd Edition

Essentials of Services Marketing, 3e, is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting global outlook with visual learning aids and clear language. It has been designed so that instructors can make selective use of chapters and cases to teach courses of different lengths and formats in either services marketing or services management.

Table of Contents

Part I: Understanding Service Markets, Products, and Customers
Chapter 1. Introduction To Services Marketing
Chapter 2. Consumer Behavior In A Services Context
Chapter 3. Positioning Services In Competitive Markets

Part II: Applying the 4 Ps of Marketing to Services
Chapter 4. Developing Service Products And Brands
Chapter 5. Distributing Services Through Physical And Electronic Channels
Chapter 6. Setting Prices And Implementing Revenue Management
Chapter 7. Promoting Services And Educating Customers

Part III: Managing the Customer Interface
Chapter 8. Designing Service Processes
Chapter 9. Balancing Demand And Capacity
Chapter 10. Crafting The Service Environment
Chapter 11. Managing People For Service Advantage

Part IV: Developing Customer Relationships
Chapter 12. Managing Relationships And Building Loyalty
Chapter 13. Complaint Handling And Service Recovery

Part V: Striving for Service Excellence
Chapter 14. Improving Service Quality And Productivity
Chapter 15. Building A World-Class Service Organization

Part VI: Cases
Case 1 Sullivan Ford Auto World
Case 2 Dr. Beckett’s Dental Office
Case 3 Uber: Competing as Market Leader in the United States versus Being a Distant Second in China
Case 4 Banyan Tree: Branding the Intangible
Case 5 Kiwi Experience
Case 6 The Accra Beach Hotel: Block Booking of Capacity during a Peak Period
Case 7 Revenue Management of Gondolas: Maintaining the Balance between Tradition and Revenue
Case 8 Aussie Pooch Mobile
Case 9 Shouldice Hospital Limited (Abridged)
Case 10 Red Lobster
Case 11 Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence
Case 12 Dr. Mahalee Goes to London: Global Client Management
Case 13 The Royal Dining Membership Program Dilemma
Case 14 Customer Asset Management at DHL in Asia
Case 15 Starbucks: Delivering Customer Service
Case 16 LUX*: Staging a Service Revolution in a Resort Chain
Case 17 KidZania: Shaping a Strategic Service Vision for the Future