Services Marketing

The fundamentals of services marketing presented in a strategic marketing framework.



Organized around a strategic marketing framework Services Marketing provides instructors with maximum flexibility in teaching while guiding students into the consumer and competitive environments in services marketing.



The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.


Features

For undergraduate and graduate services marketing courses.



The fundamentals of services marketing presented in a strategic marketing framework.



Organized around a strategic marketing framework Services Marketing provides instructors with maximum flexibility in teaching while guiding students into the consumer and competitive environments in services marketing.



The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.



NEW! Get students to build on their principles of marketing knowledge: Revised Framework. The text is organized around a revised framework that seamlessly builds on the topics learned in a principles or marketing management course:

Part I explains the nature of services, how to understand services, how consumer behavior relates to services, and how to position services. This part lays the foundation for studying services and learning how to become an effective service marketer.
Part II covers the development of the service concept and its value proposition, and revisits the traditional marketing mix–Product, Place, Price, and Promotion–expanding each of the 4 P’s to apply to specific services characteristics.
Part III focuses on managing the interface between customers and the service organization. It covers the additional 3 P's (Process, Physical Environment, and People) that are specific to services marketing.
Part IV addresses four key issues in implementing and managing effective services marketing. These four issues include building customer loyalty, complaint handling and service recovery, improving service quality and productivity, and striving for service leadership.

NEW! Show students the use new social media outlets: New Coverage of Technology. This text addresses new applications of technology that cover topics like Internet-based strategies and biometrics, search-engine optimization, Twitter, and M-commerce. The opportunities and challenges that new social media poses for customers and service marketers are woven throughout this edition.



NEW! Encourage concept application: New and Revised Cases. This edition features an exceptional selection of up-to-date, classroom-tested cases of varying lengths and levels of difficulty–the majority of which were written by the authors. This selection provides even broader coverage of service marketing issues and application areas, with cases featuring a wide array of industries and organizations, ranging in size from multinational giants to small entrepreneurial start-ups, and from nonprofit organizations to professional service firms. Some examples include:

Banyan Tree Hotels & Resorts
Distribution at American Airlines
Revenue Management of Gondolas

Provide students with a snapshot of the coming chapter: Opening Vignettes. The opening vignettes in the beginning of each chapter of this text highlight key issues and questions addressed within the chapter.



Present topics for classroom discussion: Three Boxed Inserts. The three types of boxed inserts found throughout the chapters of this text, lend themselves well to in-class discussions:

Best Practice in Action–demonstrations the application of best practices.
Research Insights–summaries of relevant and often provocative academic research.
Service Perspectives–in-depth examples that illustrate key concepts.




New To This Edition
<>NEW! Get students to build on their principles of marketing knowledge: Revised Framework. The text is organized around a revised framework that seamlessly builds on the topics learned in a principles or marketing management course:

Part I explains the nature of services, how to understand services, how consumer behavior relates to services, and how to position services. This part lays the foundation for studying services and learning how to become an effective service marketer.
Part II covers the development of the service concept and its value proposition, and revisits the traditional marketing mix—Product, Place, Price, and Promotion—expanding each of the 4 P’s to apply to specific services characteristics.
Part III focuses on managing the interface between customers and the service organization. It covers the additional 3 P's (Process, Physical Environment, and People) that are specific to services marketing.
Part IV addresses four key issues in implementing and managing effective services marketing. These four issues include building customer loyalty, complaint handling and service recovery, improving service quality and productivity, and striving for service leadership.

NEW! Show students the use new social media outlets: New Coverage of Technology. This text addresses new applications of technology that cover topics like Internet-based strategies and biometrics, search-engine optimization, Twitter, and M-commerce. The opportunities and challenges that new social media poses for customers and service marketers are woven throughout this edition.



NEW! Encourage concept application: New and Revised Cases. This edition features an exceptional selection of up-to-date, classroom-tested cases of varying lengths and levels of difficulty—the majority of which were written by the authors. This selection provides even broader coverage of service marketing issues and application areas, with cases featuring a wide array of industries and organizations, ranging in size from multinational giants to small entrepreneurial start-ups, and from nonprofit organizations to professional service firms. Some examples include:

Banyan Tree Hotels & Resorts
Distribution at American Airlines
Revenue Management of Gondolas


Table of Contents

PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS

Chapter 1: New Perspectives on Marketing in the Service Economy

Chapter 2: Consumer Behavior in a Services Context

Chapter 3: Positioning Services in Competitive Markets



PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES

Chapter 4: Developing Service Products: Core and Supplementary Elements

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 and Managing Service Processes

Chapter 9: Balancing Demand and Productive Capacity

Chapter 10: Crafting the Service Environment

Chapter 11: Managing People for Service Advantage



PART IV — IMPLEMENTING PROFITABLE SERVICE STRATEGIES

Chapter 12: Managing Relationships and Building Loyalty

Chapter 13: Complaint Handling and Service Recovery

Chapter 14: Improving Service Quality and Productivity

Chapter 15: Striving for Service Leadership