Description
In order to deliver excellent service quality it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the student with an overview of services marketing from this clear strategic orientation. It includes: * A linked set of five core guiding principles: market orientation, assets and capabilities, characteristics of services and the value concept * A new chapter on electronic services * Many ‘Service Practice’ boxes, featuring examples from all over the world * End of chapter review questions and practical assignments Full length case studies at the end of the book, with accompanying exercises Hans Kasper is Professor of Services and Retail Management at Maastricht University and Director of Etil bv. Piet van Helsdingen is Lecturer of Services Marketing at the Vrije Universiteit and a management trainer and consultant on service concepts in Amsterdam. Mark Gabbott is Professor of Marketing, Head of the Department of Marketing and Deputy Dean, Faculty of Business and Economics at Monash University. PART 1 UNDERSTANDING VALUE CREATION IN SERVICES The World of Services Fundamentals of Services Marketing Management Buyer Behaviour and Segmentation PART 2 CREATING VALUE IN SERVICES Service Relationships and Brands Service Quality Market Strategies for Service Organizations Internationalizing Services PART 3 DELIVERING VALUE THROUGH THE ACTUAL SERVICE EXPERIENCE Services and E-Services Service Innovation People, Process and Physical Evidence Creating the Service Experience: Place, Promotion and Price Implementation, Performance and Control Case Studies Risk Has No Religion Scanning Blogs for Brand Insights Linking Core Competencies to Customer Needs: Strategic Marketing of Health Care Services Driving Online Legal Services at Minters Low Cost, No Frills Airlines Starbucks
