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The fundamentals of services marketing presented in a strategic marketing framework.
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Organized around a strategic marketing framework Services Marketing guides readers into the consumer and competitive environments in services marketing.
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The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.
- Sales Rank: #39625 in Books
- Published on: 2010-01-29
- Ingredients: Example Ingredients
- Original language: English
- Number of items: 1
- Dimensions: 10.80" h x 1.40" w x 8.50" l, 3.27 pounds
- Binding: Paperback
- 648 pages
From the Publisher
Combining conceptual rigor with real-world examples and practical applications, this combination text/reader/casebook explores both concepts and techniques of marketing for an exceptionally broad range of service categories and industries.
From the Back Cover
Services Marketingguides readers into the consumer and competitive environments of services marketing through its strategic marketing framework.
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New Perspectives on Marketing in the Service Economy; Consumer Behavior in a Services Context; Positioning Services in Competitive Markets; Developing Service Products: Core and Supplementary Elements; Distributing Services through Physical and Electronic Channels; Setting Prices and Implementing Revenue Management; Promoting Services and Educating Customers; Designing and Managing Service Processes; Balancing Demand and Productive Capacity; Crafting the Service Environment; Managing People for Service Advantage; Managing Relationships and Building Loyalty; Complaint Handling and Service Recovery; Improving Service Quality and Productivity; Striving for Service Leadership
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MARKET: For professionals with a career in marketing, service-oriented industries, corporate communication, advertising, and/or public relations.
About the Author
As a team, Christopher Lovelock and Jochen Wirtz provide a blend of skills and experience that’s ideally suited to writing an authoritative and engaging services marketing text.� This book marks their second collaboration on an edition of Services Marketing. Since first meeting in 1992, they’ve worked together on a variety of projects, including cases, articles, conference papers, two Asian adaptations of earlier editions of Services Marketing, and Services Marketing in Asia: A Case Book. In 2005, both were actively involved in planning the American Marketing Association’s biennial Service Research Conference, hosted that year by the National University of Singapore and attended by participants from 22 countries on five continents.
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Christopher Lovelock is one of the pioneers of services marketing. Based in Massachusetts, he consults and gives seminars and workshops for managers around the world, with a particular focus on strategic planning in services and managing the customer experience. Since 2001, he has been an adjunct professor at the Yale School of Management, where he teaches an MBA services marketing course.
����������� After obtaining a BCom and an MA in economics from the University of Edinburgh, he worked in advertising with the London office of J. Walter Thompson Co. and then in corporate planning with Canadian Industries Ltd. in Montreal.� Later, he obtained an MBA from Harvard and a PhD from Stanford, where he was also a postdoctoral fellow.
����������� Professor Lovelock’s distinguished academic career has included 11 years on the faculty of the Harvard Business School and two years as a visiting professor at IMD in Switzerland.� He has also held faculty appointments at Berkeley, Stanford, and the Sloan School at MIT, as well as visiting professorships at INSEAD in France and The University of Queensland in Australia.
����������� Author or co-author of over 60 articles, more than 100 teaching cases, and 26 books, Dr Lovelock has seen his work translated into ten languages. He serves on the editorial review boards of the International Journal of Service Industry Management, Journal of Service Research, Service Industries Journal, Cornell Hotel and Restaurant Administration Quarterly, and Marketing Management, and is also an ad hoc reviewer for the Journal of Marketing. �
����������� Widely acknowledged as a thought leader in services, Christopher Lovelock has been honored by the American Marketing Association’s prestigious Award for Career Contributions in the Services Discipline. In 2005 his article with Evert Gummesson, “Whither Services Marketing?� In Search of a New Paradigm and Fresh Perspectives” won the AMA’s Best Services Article Award and was a finalist for the IBM award for the best article in the Journal of Service Research. Earlier, he received a best article award from the Journal of Marketing. Recognized many times for excellence in case writing, he has twice won top honors in the BusinessWeek “European Case of the Year” Award.�
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�Jochen Wirtz has worked in the field of services for more than 18 years, and holds a Ph.D. in services marketing from the London Business School. He is a tenured associate professor at the National University of Singapore, where he teaches services marketing in executive, MBA, and undergraduate programs and is co-director of the dual degree UCLA – NUS Executive MBA Program.
����������� Professor Wirtz’s research focuses on service management topics, including customer satisfaction, service guarantees and revenue management. He has published over 60 academic articles, 80 conference papers, and some 50 book chapters, and is co-author of ten books, including his latest book Flying High in a Competitive Industry – Cost-effective Service Excellence at Singapore Airlines (McGraw Hill, 2006).
����������� Professor Wirtz has received seven awards for outstanding teaching at the NUS Business School and in 2003 was honored by the prestigious, university-wide “Outstanding Educator Award” at the National University of Singapore.� His six research awards include the Emerald Literati Club 2003 Award for Excellence for the year’s most outstanding article in the International Journal of Service Industry Management.� He serveson the editorial review boards of seven academic journals, including the International Journal of Service Industry Management, Journal of Service Research, and Cornell Hotel and Restaurant Administration Quarterly, and is also an ad hoc reviewer for the Journal of Consumer Research and Journal of Marketing.� Professor Wirtz chaired the American Marketing Association’s biennial Service Research Conference in 2005, and in 2006 he was the Chair for the Services Marketing Track at the Academy of Marketing Science Annual Conference.
����������� Dr Wirtz has 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.� Originally from Germany, Jochen Wirtz spent seven years in London before moving to Asia.
Most helpful customer reviews
24 of 26 people found the following review helpful.
Learn to think & execute a service business successfully.
By A Customer
"Services Marketing" is written as a series of articles, each of which covers a particular subject in depth. This is not the kind of book which you read from beginning to end, but the articles include interesting material, so you may find yourself dipping into chapters without following any definite plan. The book is strong on marketing theory, and it includes extracts from numerous case studies which illustrate the propositions being discussed. The examples cover a wide range of industries and usually refer to real-life organizations such as Fedex, United Airlines, Citibank, Domino's Pizza....
The reason I first looked at this book, was because I came from a product background and needed to learn new skills that could be directly applied to ACSL's business: which is marketing information services. So it helped me as a newbie in marketing services. However, my co-editor from whom I borrowed this book, was at that time the European marketing manager of a major computer services company, and she found different aspects of the book useful. So we have no hesitation recommending it whatever your job title or previous experience.
"Services Marketing" is helpful whether you're just looking for a sourcebook to give you new ideas to use in your latest promotion, or whether you're looking for a framework to help you reorganize your international business around a marketing services culture.
The chapter headings in this book include:-
UNDERSTANDING SERVICES
1 Distinctive Aspects of Services Marketing 2 The Customer Experience 3 Developing Frameworks for Understanding Services Marketing
STRATEGIC ISSUES
4 Positioning a Service in the Marketplace 5 Managing the Customer Portfolio 6 Managing Demand
TOOLS FOR SERVICE MARKETERS
7 Creating and Delivering Services 8 Understanding Costs and Developing Pricing Strategies 9 Communicating and Promoting Services 10 Developing and Managing the Customer-Service Function CHALLENGES FOR SENIOR MANAGEMENT
11 Improving Service Quality and Productivity 12 Organizing and Implementing the Marketing Effort
5 of 5 people found the following review helpful.
Synthesizes all the best practices and leading edge thinking
By Charlie Ang
This is such a well-written and well-organized book that you can simply read from cover-to-cover or jump into your interested chapters right away.
Not only does the authors present you with their in-depth coverage of the various services related topics, supplementary materials (papers, cases) from other excellent sources/authors make this an absolute encyclopedia of services marketing and a coherent contemporary literature for both novices and seasoned practitioners.
This is THE book for this very under-written and immensely critical topic of services marketing and an essential reading for the 60-80% of the workforce who are involved in the ever growing services sector.
3 of 3 people found the following review helpful.
Excellent book covering a critical topic
By K. Sansom
As Services industries continue to become a larger and larger share of our global economy, the importance of Services Marketing can only grow. Wirtz and Lovelock have written an excellent book for understanding Services Marketing and backing it up with numerous excellent real world case examples. I have been in the Services industry for 21 years, but still learned a tremendous amount from the book and cases. The book makes it easy to grasp the key concepts and has a logical, smooth flow. If after reading this book and exploring the accompanying cases, you still don't have a thorough knowledge of Services Marketing, it is YOUR fault! I highly recommend this book and think it should be part of every MBA program.
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