ISBN-10:
0190303166
ISBN-13:
9780190303167
Pub. Date:
09/18/2019
Publisher:
Oxford University Press
Services Marketing / Edition 2

Services Marketing / Edition 2

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Overview

Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from global service-based economies.

This text encourages students to develop an understanding of the service processes that create value for identified target markets. An analytical learning approach, based on applying established and evolving services marketing concepts for Australasian organisations, is the rationale of the pedagogy adopted by this text. That approach is warranted for two reasons:
- Australian and New Zealand service organisations are developing closer economic ties with the growing markets of their South-East Asian counterparts.
- By understanding Australasian service organisations, students will be able to adopt an international perspective on services marketing.

Product Details

ISBN-13: 9780190303167
Publisher: Oxford University Press
Publication date: 09/18/2019
Edition description: 2nd ed.
Pages: 496
Product dimensions: 9.70(w) x 8.00(h) x 0.80(d)

About the Author

William Chitty, Murdoch University,Steven D'Alessandro, Professor, Charles Sturt University,David Gray, Adjunct Associate Professor, Charles Sturt University,Andrew Hughes, Senior Lecturer, Australian National University

William Chitty is a former Lecturer in Marketing at the Murdoch Business School, Murdoch University.

Steven D'Alessandro is a Professor in Marketing at Charles Sturt University.

David Gray is an Adjunct Associate Professor at Charles Sturt University.

Andrew Hughes is a Senior Lecturer in marketing at the School of Management, Marketing and International Business at the Australian National University.

Table of Contents

PART 1: SERVICE ORGANISATIONS AND THEIR CUSTOMERS
Chapter 1: An Overview of Services Marketing
Chapter 2: Market Segmentation and Service Positioning
Chapter 3: Customer Decision-making and Service Interactions
Chapter 4: Managing the Service Encounter
PART 2: MARKETING STRATEGIES FOR SERVICES
Chapter 5: Developing Service Products
Chapter 6: The Service Delivery Process and Self-service Technology
Chapter 7: Pricing Service Products
Chapter 8: Managing Productive Capacity and Customer Demand
Chapter 9: Marketing Communications for Service
PART 3: DELIVERING SERVICE VALUE
Chapter 10: The Service Experience
Chapter 11: Customer Satisfaction and Service Quality
Chapter 12: Complaint Handling and Service Recovery
Chapter 13: Customer Relationship Management
Glossary
Index

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