Services Marketing, 3/e
Christopher H. Lovelock, Lovelock Associates
Published January, 1996 by Prentice Hall Business Publishing
Copyright 1996, 660 pp.
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Combining conceptual rigor with real-world examples and practical
applications, this combination text/reader/casebook explores both
concepts and techniques of marketing for an exceptionally broad range
of service categories and industries.
Identifies broad categories of services, rather than
just highlighting generic differences between goods and services.
Features broad coverage of many service industries.
- shows that different categories of services face distinctive
- encourages analysis of useful parallels across services
Outlines strong conceptual frameworks and models
but presents them in a user-friendly way.
NEWoffers a greater international emphasis
in text, examples, and cases:
NEWadds two new chapters:
- shows how marketers must be sensitive to culture and
- adds international cases such as EuroDisney, Singapore
Airlines, British Telecom, Lausanne Tourist Office, Federal Express
Business Logistics Services, Air BP.
- references readings from both American and international
NEWincludes 17 new readings (for a total
- Adding Value to Core Products with Supplementary Services.
- Developing Global Service Strategies.
NEWprovides 10 new cases (for a total of
NEWincludes new diagrams and tables.
I. UNDERSTANDING SERVICES.
1. Distinctive Aspects of Services Marketing.
2. Developing Frameworks for Analyzing Services.
3. The Customer Experience.
Service is Everybody's Business, Ronald Henkoff.
The Development and Emergence of Services Marketing
Thought, Stephen W. Brown, Raymond P. Fisk, and Mary Jo Bitner.
The Dramaturgy of Services Exchange: An Analytical Framework
for Services Marketing, Stephen J. Grove and Raymond P. Fisk.
Critical Service Encounters: The Employee's View, Mary
Jo Bitner, Bernard Booms and Lois A. Mohr.
Euro Disney (France).
Sullivan's Auto World (US).
Metropol Base Fort Security Group (Canada).
Singapore Airlines (Singapore).
II. STRATEGIC ISSUES IN SERVICES MARKETING.
4. Positioning a Service in the Marketplace.
III. TOOLS FOR SERVICE MARKETERS.
5. Targeting Customers and Building Relationships.
6. Managing Demand.
Pick a Card: Visa, American Express and MasterCard Vie
in Overseas Strategies, Steven Lipin, Brian Coleman, and Jeremy
Measuring Marketing Success, David Maister.
Service Positioning through Structural Change, G.
Loyalty-Based Management, Frederick F. Reichheld.
Boston Center for Adult Education (US).
Federal Express: Business Logistics Services (UK, US, Global).
BT: Telephone Account Management (UK).
Marriott's Rancho Las Palmas Resort (US).
7. Creating and Delivering Services.
IV. CHALLENGES FOR SENIOR MANAGEMENT.
8. Adding Value to Core Products with Supplementary Services.
9. Understanding Costs and Developing Pricing Strategies.
10. Communicating and Promoting Services.
The Power of Branding, Torin Douglas.
Making Money on the Web, Kate Maddox, Mitch Wagner, Clinton
Advertising Strategies for Service Firms, Donna Legg, Julie
Why Cross Selling Hasn't Worked, David Maister.
Database Marketing: A Potent New Tool for Selling, Jonathan
Berry, John Verity, Kathleen F. Kerwin, Gail DeGeorge.
Vancouver Public Aquarium (Canada).
Fare Combat (US).
Crosse & Whitewall (France, US).
11. Enhancing Value by Improving Quality and Productivity.
12. Developing and Managing the Customer-Service Function.
13. Organizing and Implementing the Marketing Effort.
14. Developing Services Marketing.
Service Quality from the Customers' Perspective,
Susan J. Devlin and H.K. Dong.
The Horizontal Corporation: It's About Managing Across,
Not Up and Down, John A. Byrne.
Putting the Service Profit Chain to Work, Heskett
McDonald's Conquers the World, Andrew E. Server.
The Toronto-Dominion Bank: Customer Service Index.
Shouldice Hospital Limited (Canada).
Peters & Champlain (Belgium/Global).
Air BP: Aviation Service Centers (UK, US, Australia/Global).
Appendix: Studying and Learning from Cases.