Managing Services Marketing: Text and Readings

 
9780030154720: Managing Services Marketing: Text and Readings

This new edition covers key topics in services marketing combined with a variety of articles selected from marketing, organisational behaviour, operations management, and strategy literature. Features: * Thorough coverage of the key topics in services marketing is combined with both current and classic readings in the field. * An excellent variety of articles selected from marketing, organizational behavior, operations management, and strategy literature is provided. The marketing implications of all topics are emphasized in the textual material. * A detailed Instructor's Manual provides advice and tools for teaching this emerging course, including suggested course outlines, article summaries, suggested cases in services marketing with case notes, and transparency masters. * Short "Services in Action" boxed features integrate three to four real-world service examples in every chapter. New to this edition: * 70% of new articles are from general business publications versus journal articles. * Contains a greater proportion of management articles. * Structure is completely new, with Chapters 2-4 covering "Basic Building Blocks". * Coverage of Service Quality has been dramatically increased to cover measurement issues and continuous improvement. * New sections emphasize contemporary ethical and international issues in services marketing. * New chapters on Service Failures and Recovery, and Customer Retention and Relationship Marketing. * Chapter 1 is completely rewritten and expanded to provide a strong foundation for discussion of all aspects of service marketing.

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Product Description:

This edition combines coverage of key topics in services marketing with a variety of articles selected from such areas as marketing, organisational behaviour, operations management, and strategy literature. The balance of text and readings apparent in the fourth edition highlights the increased emphasis on services in the marketing field. Coverage of key topics is combined with state-of-the-art readings and the integration of real-world examples in each chapter. With emphasis on contemporary ethical and international issues in services marketing, this text remains an invaluable source of learning in this field. Features: * "Services in Action" boxed features integrate real-world service examples in every chapter. * Text emphasises contemporary ethical and international issues in services marketing. * Bateson's classic structure is seen through the coverage of key topics in services marketing combined state-of-the-art readings in the field. * An excellent variety of articles have been selected from areas such as marketing, organisational behaviour, operations management, and strategy literature. The marketing implications of all topics are emphasised in the textual material. * New Chapters: "The Service Operations", "The Physical Setting", "Competing as a Service Firm: Generic Competitive Strategies", "Customer Satisfaction System", "Service Recovery", and "The Customer Retention System". * Completely rewritten Chapter 3 "Understanding the Service Operation"

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Bateson, John E.G.
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Bateson, John E.G.
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