Services Marketing

Services Marketing This practical guide is the first to take a behavioral/managerial approach to one of the fastest growing fields in marketing: services marketing! In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today′s dynamic environment. Each chapter contains a short case that allows students an opportunity to apply the concepts of the chapter. All cases are real–world companies, from Scandinavian Airlines to Kinko′s. Plus, Services in Action boxes in each chapter spotlight how real–world companies use the concepts. Finally, 8 comprehensive cases throughout the text require readers to integrate the concepts and theories they have learned. Services Marketing Homepage Check it Out! Sample tests Answers to Discussion Questions Links to services companies and articles PowerPoint slides www.wiley.com/college

Spis treści:
THE FOUNDATIONS OF SERVICES MARKETING.
Introduction to Services Marketing.
The Purchase Process for Services.
Consumer Expectations of Services.
Service Quality.
MANAGING THE SERVICE OUTCOME.
Operations.
People.
Environment.
Pricing.
Distribution.
SERVICES STRATEGIES.
Competitive Marketing Strategies.
Managing Supply, Demand, and Productivity.
Customer Retention.
An Integrated Communications Program.
Cases.
Indexes.

Nota biograficzna:
David L. Kurtz is currently the R.A. and Vivian Young Chair of Business Administration at the University of Arkansas. Kurtz has previously held appointments at Seattle University, Eastern Michigan University, Davis & Elkins College, and Monash University (Australia). He is the author of 30 books and over 100 articles and papers. Kenneth E. Clow is currently an associate professor of marketing at Pittsburg State University. He has written over 60 jou rnal and proceedings articles, most of which are in the services marketing field. In addition he owned and operated a service business for eight years.

Okładka tylna:
Services Marketing This practical guide is the first to take a behavioral/managerial approach to one of the fastest growing fields in marketing: services marketing! In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today′s dynamic environment. Each chapter contains a short case that allows students an opportunity to apply the concepts of the chapter. All cases are real–world companies, from Scandinavian Airlines to Kinko′s. Plus, Services in Action boxes in each chapter spotlight how real–world companies use the concepts. Finally, 8 comprehensive cases throughout the text require readers to integrate the concepts and theories they have learned. Services Marketing Homepage Check it Out! Sample tests Answers to Discussion Questions Links to services companies and articles PowerPoint slides www.wiley.com/college