Services Marketing Management: A Strategic Perspective

In order to deliver excellent service quality it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the student with an overview of services marketing from this clear strategic orientation. It includes:A linked set of five core guiding principles: market orientation, assets and capabilities, characteristics of services and the value conceptA new chapter on electronic servicesMany ‘Service Practice’ boxes, featuring examples from all over the worldEnd of chapter review questions and practical assignments
Full length case studies at the end of the book, with accompanying exercises

Spis treści:
PART I: UNDERSTANDING VALUE CREATION IN SERVICES.
1. The World of Services.
2. Fundamentals of Services Marketing Management.
3. Buyer Behaviour and Segmentation.
PART II: CREATING VALUE IN SERVICES.
4. Service Relationships and Brands.
5. Service Quality.
6. Market Strategies for Service Organisations.
7. Internationalising Services.
PART III: DELIVERING VALUE THROUGH THE ACTUAL SERVICE EXPERIENCE.
8. Services and E–services.
9. Service Innovation.
10. People, Process and Physical Evidence.
11. Creating the Service Experience: Place, Promotion and Price.
12. Implementation, Performance and Control.
Case Studies. 
References.
Index.


Nota biograficzna:
Hans Kasper is Professor of Services and Retail Management at Maastricht University and Director of Etil bv.
Piet van Helsdingen is Lecturer of Services Marketing at the Vrije Universiteit and a management trainer and consultant on service concepts in Amsterdam.
Mark Gabbott is Professor of Marketing, Head of the Department of
Marketing and Deputy Dean, Faculty of Business and Economics at Monash University.


Okładka tylna:
In order to deliver excellent service quality it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the student with an overview of services marketing from this clear strategic orientation. It includes:A linked set of five core guiding principles: market orientation, assets and capabilities, characteristics of services and the value conceptA new chapter on electronic servicesMany ‘Service Practice’ boxes, featuring examples from all over the worldEnd of chapter review questions and practical assignments
Full length case studies at the end of the book, with accompanying exercises