Services Marketing, CourseSmart eTextbook, 6th Edition

For advanced undergraduate and MBA/EMBA courses in Services Marketing.

 

Organized around a strategic marketing framework to give instructors maximum flexibility in teaching and take students deeper into the consumer and competitive environments in services marketing.

PART 1:  UNDERSTANDING SERVICE MARKETS, PRODUCTS, AND CUSTOMERS

1.    New Perspectives on Marketing in the Service Economy

2.    Customer Behavior in Service Encounters

 

PART 2:  BUILDING THE SERVICE MODEL

3.    Developing Service Concepts: Core and Supplementary Elements

4.    Distributing Services through Physical and Electronic Channels

5.    Exploring Business Models: Pricing and Revenue Management

6.    Educating Customers and Promoting the Value Proposition

7.    Positioning Services in Competitive Markets

 

PART 3:  MANAGING THE CUSTOMER INTERFACE

8.    Designing and Managing Service Processes

9.    Balancing Demand against Productive Capacity

10.  Crafting the Service Environment

11.  Managing Service Employees for Competitive Advantage

 

PART 4:  IMPLEMENTING PROFITABLE SERVICE STRATEGIES

12.    Creating Relationships and Building Customer Loyalty

13.    Achieving Service Recovery and Obtaining Customer Feedback

14.    Improving Service Quality and Productivity

15.    Organizing for Change Management and Service Leadership

Glossary   

Credits

Name Index

 

READINGS                                                                                                                          

 

Wingfield, “In a Dizzying World, One Way to Keep Up: Renting Possessions”              

 

Datta and Krishnan, “The Health Travellers”                                                                   

 

Kimes and Chase, “The Strategic Levers of Yield Management”                                    

 

Thornton, “Fees! Fees! Fees!”                                                                                            

 

Roberts, “Best Practice: Defensive Marketing—How a Strong Incumbent Can Protect Its Position”  

 

Heracleous, Wirtz and Johnston, “Kung-Fu Service Development at Singapore Airlines”                                                                                                  

 

Gilson and Khandelwal, “Getting More from Call Centers: Used Properly, They Can Be Strategic Assets”                                                                                                                                   

 

Haeckel, Carbone, and Berry, “How to Lead the Customer Experience”                        

 

Brady, “Why Service Stinks”                                                                                              

 

Berry, Shankar, Parish, Cadwallader, and Dotzel, “Creating New Markets through Service Innovation”   

 

Reichheld, “The One Number You Need to Grow”

 

 

CASES                                                                                                                                   

 

Case 1:  Susan Munro, Service Consumer                                                                         

 

Case 2:  Four Customers in Search of Solutions

 

Case 3:  Dr Beckett’s Dental Office                                                                                   

 

Case 4:  Starbucks: Delivering Customer Service                                                             

 

Case 5:  Giordano: Positioning for International Expansion                                              

 

Case 6:  Aussie Pooch Mobile                                                                                             

 

Case 7:  Jollibee Foods Corporation                                                                                   

 

Case 8:  Accra Beach Hotel                                                                                                 

 

Case 9:  Sullivan Ford Auto World                                                                                      

 

Case 10:  CompuMentor and the DiscounTech.org Service: Creating An Earned-Income Venture for a Nonprofit Organization                                                                                                              

 

Case 11:  Dr. Mahalee Goes to London                                                                             

 

Case 12:  Menton Bank                                                                                                       

 

Case 13:  Red Lobster                                                                                                         

 

Case 14:  Hilton HHonors Worldwide Loyalty Wars                                                         

 

Case 15:  The Accellion Service Guarantee                                                                       

 

Case 16:  Shouldice Hospital Limited (Abridged)                                                               

 

Case 17:  Massachusetts Audubon Society                                                                        

 

Case 18:  TLContact: CarePages Services (A)