Essentials of Services Marketing

Forundergraduate courses in services marketing As economies across the world continue to transition toward services,skills in marketing and managing services have never been more important. Essentialsof Services Marketing, 4e, captures the reality of today’sworld, incorporates recent academic and managerial thinking, and illustratescutting-edge service concepts. Designedto provide a crisp introduction to key topics in the field, this book placesmarketing issues within a broader general management context and shows therelationships between the marketing, operations, IT, and human resourcesfunctions in service firms.

Table of Contents:
PART I - UNDERSTANDING SERVICEPRODUCTS, CONSUMERS, AND MARKETS Chapter 1: Introduction to Services Marketing Chapter 2: Consumer Behavior in a Services Context Chapter 3: Positioning Services in Competitive Markets PART II - APPLYING THE 4Ps OF MARKETING TO SERVICES Chapter 4: Developing Service Products and Brands Chapter 5: Distributing Services through Physical and Electronic Channels Chapter 6: Setting Prices and Implementing Revenue Management Chapter 7: Promoting Services and Educating Customers PART III - DESIGNING AND MANAGING THE CUSTOMER INTERFACE Chapter 8: Designing Service Processes Chapter 9: Balancing Demand and Capacity Chapter 10: Crafting the Service Environment Chapter 11: Managing People for Service Advantage PART IV - DEVELOPING CUSTOMER RELATIONSHIPS Chapter 12: Managing Relationships and Building Loyalty Chapter 13: Complaint Handling and Service Recovery PART V - STRIVING FOR SERVICE EXCELLENCE Chapter 14: Improving Service Quality and Productivity Chapter 15: Building a World-Class Service Organization PART VI - CASE STUDIES Case 1 Sullivan Ford Auto World Case 2 Susan Munro, Service Consumer Case 3 Dr. Beckett's Dental Office Case 4 Uber's Unintended Burdens Case 5 Kiwi Experience Case 6 The Accra Beach Hotel: Block Booking of Capacity during a Peak Period Case 7 Revenue Management at The View Case 8 Aussie Pooch Mobile Case 9 Service Robots in the Frontline: How Will Aarion Bank's Customers Respond? Case 10 Digital Luxury Services: Tradition versus Innovation in Luxury Fashion Case 11 National Library Board Singapore: Delivering Cost-Effective Service Excellence through Innovation and People Case 12 Red Lobster Case 13 Banyan Tree: Branding the Intangible Case 14 Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence Case 15 Menton Bank Case 16 Dr. Mahalee Goes to London: Global Client Management Case 17 Platform vs Pipeline Business Models: Are Airbnb and Marriott Right to Move into Each Other's Turf? Case 18 The Royal Dining Membership Program Dilemma

About the Author :
Jochen Wirtz is Vice Dean MBA Programmes and Professor of Marketing at the National University of Singapore (NUS). He is also an international fellow of the Service Research Center at Karlstad University, Sweden, an Academic Scholar at the Cornell Institute for Healthy Futures (CIHF) at Cornell University, USA, and a Global Faculty of the Center for Services Leadership (CSL) at Arizona State University, USA. Professor Wirtz holds a Ph.D. in services marketing from the London Business School and has worked in the field of services for over 25 years. His research focuses on service marketing and has been published in over 300 academic articles, book chapters and industry reports. He is an author of over 20 books, including Essentials of Services Marketing and Services Marketing - People, Technology, Strategy, which have become two of the world's leading services marketing textbook. Professor Wirtz was a banker and took the banking exam at Chamber of Commerce and Industry in Munich. He has since been an active management consultant, working with international consulting firms, including Accenture, Arthur D. Little and KPMG, and major service firms in the areas of strategy, business development and customer feedback systems. He has been involved in a number of start-ups including Dataswift and Transcribe Me.