Services Marketing

Second Edition

William Chitty, Steven D'Alessandro, David Gray, and Andrew Hughes

A 'problem-based' learning approach, written in a relaxed style to encourage students to read, and develop, a practical applied understanding of services marketing rather than merely learning definitions.
Services in Action' boxes - put the theory into context and provide practical and contemporary examples of Services Marketing in Action.
Industry Insights - Examples of services marketing in industry provide additional case examples.
Case Studies - are grouped at the end of each Part. These are a 'time out' for students to apply the theory discussed in each part to real-life business situations. Case studies provide focussed learning with questions provided to frame the case and offer students the opportunity to probe deeper into the implications for services marketing.

New to this Edition:

New author, David Gray
A strong focus on application of theory to practice
Updated case studies and current examples
New chapters: Chapter 5 'Developing Service Products' - Chapter 6 'The Service Delivery Process and Self-service Technology' - Chapter 12 'Complaint Handling and Service Recovery'

Services Marketing

Second Edition

William Chitty, Steven D'Alessandro, David Gray, and Andrew Hughes

Description

Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from global service-based economies.

This text encourages students to develop an understanding of the service processes that create value for identified target markets. An analytical learning approach, based on applying established and evolving services marketing concepts for Australasian organisations, is the rationale of the pedagogy adopted by this text. That approach is warranted for two reasons:
- Australian and New Zealand service organisations are developing closer economic ties with the growing markets of their South-East Asian counterparts.
- By understanding Australasian service organisations, students will be able to adopt an international perspective on services marketing.

Services Marketing

Second Edition

William Chitty, Steven D'Alessandro, David Gray, and Andrew Hughes

PART 1: SERVICE ORGANISATIONS AND THEIR CUSTOMERS
Chapter 1: An Overview of Services Marketing
Chapter 2: Market Segmentation and Service Positioning
Chapter 3: Customer Decision-making and Service Interactions
Chapter 4: Managing the Service Encounter
PART 2: MARKETING STRATEGIES FOR SERVICES
Chapter 5: Developing Service Products
Chapter 6: The Service Delivery Process and Self-service Technology
Chapter 7: Pricing Service Products
Chapter 8: Managing Productive Capacity and Customer Demand
Chapter 9: Marketing Communications for Service
PART 3: DELIVERING SERVICE VALUE
Chapter 10: The Service Experience
Chapter 11: Customer Satisfaction and Service Quality
Chapter 12: Complaint Handling and Service Recovery
Chapter 13: Customer Relationship Management
Glossary
Index

Services Marketing

Second Edition

William Chitty, Steven D'Alessandro, David Gray, and Andrew Hughes

Author Information

William Chitty, Murdoch University,Steven D'Alessandro, Professor, Charles Sturt University,David Gray, Adjunct Associate Professor, Charles Sturt University,Andrew Hughes, Senior Lecturer, Australian National University

William Chitty is a former Lecturer in Marketing at the Murdoch Business School, Murdoch University.

Steven D'Alessandro is a Professor in Marketing at Charles Sturt University.

David Gray is an Adjunct Associate Professor at Charles Sturt University.

Andrew Hughes is a Senior Lecturer in marketing at the School of Management, Marketing and International Business at the Australian National University.