Description

Book Synopsis
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 students with an overview of services marketing from this clear strategic orientation.

Table of Contents
PART I: UNDERSTANDING VALUE CREATION IN SERVICES.

1. The World of Services.

2. Fundamentals of Services Marketing Management.

3. Buyer Behaviour and Segmentation.

PART II: CREATING VALUE IN SERVICES.

4. Service Relationships and Brands.

5. Service Quality.

6. Market Strategies for Service Organisations.

7. Internationalising Services.

PART III: DELIVERING VALUE THROUGH THE ACTUAL SERVICE EXPERIENCE.

8. Services and E-services.

9. Service Innovation.

10. People, Process and Physical Evidence.

11. Creating the Service Experience: Place, Promotion and Price.

12. Implementation, Performance and Control.

Case Studies.

References.

Index.

Services Marketing Management Second Edition A

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    A Paperback / softback by Hans Kasper, Piet van Helsdingen, Mark Gabbott

    £48.44

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      Book details

      Publisher John Wiley & Sons Inc
      Published 13 April 2006
      ISBN-13 9780470091166
      978-0470091166
      ISBN-10 0470091169

      Description

      Book Synopsis
      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 students with an overview of services marketing from this clear strategic orientation.

      Table of Contents
      PART I: UNDERSTANDING VALUE CREATION IN SERVICES.

      1. The World of Services.

      2. Fundamentals of Services Marketing Management.

      3. Buyer Behaviour and Segmentation.

      PART II: CREATING VALUE IN SERVICES.

      4. Service Relationships and Brands.

      5. Service Quality.

      6. Market Strategies for Service Organisations.

      7. Internationalising Services.

      PART III: DELIVERING VALUE THROUGH THE ACTUAL SERVICE EXPERIENCE.

      8. Services and E-services.

      9. Service Innovation.

      10. People, Process and Physical Evidence.

      11. Creating the Service Experience: Place, Promotion and Price.

      12. Implementation, Performance and Control.

      Case Studies.

      References.

      Index.

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