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Cover

Services Marketing

Second Edition

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

June 2019

ISBN: 9780190303167

496 pages
Paperback
248x204mm

In Stock

Price: £69.00

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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.

  • 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'

About the Author(s)

William Chitty, Murdoch University, Steven D'Alessandro, Professor, Charles Sturt University, David Gray, Adjunct Associate Professor, Charles Sturt University, and 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.

Table of Contents

    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

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