[Book Cover]

Services Marketing, 3/e

Christopher H. Lovelock, Lovelock Associates

Published January, 1996 by Prentice Hall Business Publishing

Copyright 1996, 660 pp.
Cloth
ISBN 0-13-455841-3


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Summary

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.

Features


Identifies broad categories of services, rather than just highlighting generic differences between goods and services.

  • shows that different categories of services face distinctive marketing problems.
  • encourages analysis of useful parallels across services industries.
Features broad coverage of many service industries.
Outlines strong conceptual frameworks and models — but presents them in a user-friendly way.
NEW—offers a greater international emphasis — in text, examples, and cases:
  • shows how marketers must be sensitive to culture and gender issues.
  • 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 journals.
NEW—adds two new chapters:
  • Adding Value to Core Products with Supplementary Services.
  • Developing Global Service Strategies.
NEW—includes 17 new readings (for a total of 20).
NEW—provides 10 new cases (for a total of 19).
NEW—includes new diagrams and tables.


Table of Contents
I. UNDERSTANDING SERVICES.
    1. Distinctive Aspects of Services Marketing.
    2. Developing Frameworks for Analyzing Services.
    3. The Customer Experience.
    Readings
    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.
    Cases
    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.
    5. Targeting Customers and Building Relationships.
    6. Managing Demand.
    Readings.
    Pick a Card: Visa, American Express and MasterCard Vie in Overseas Strategies, Steven Lipin, Brian Coleman, and Jeremy Mark.
    Measuring Marketing Success, David Maister.
    Service Positioning through Structural Change, G. Lynn Shostack.
    Loyalty-Based Management, Frederick F. Reichheld.
    Cases
    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).
III. TOOLS FOR SERVICE MARKETERS.
    7. Creating and Delivering Services.
    8. Adding Value to Core Products with Supplementary Services.
    9. Understanding Costs and Developing Pricing Strategies.
    10. Communicating and Promoting Services.
    Readings
    The Power of Branding, Torin Douglas.
    Making Money on the Web, Kate Maddox, Mitch Wagner, Clinton Wilder.
    Advertising Strategies for Service Firms, Donna Legg, Julie Baker.
    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.
    Cases
    Vancouver Public Aquarium (Canada).
    Fare Combat (US).
    Crosse & Whitewall (France, US).
    Menton Bank.
IV. CHALLENGES FOR SENIOR MANAGEMENT.
    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.
    Readings
    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 et al.
    McDonald's Conquers the World, Andrew E. Server.
    Cases
    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.
    Selected Bibliography.
    Index.


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