Principles of Services Marketing 7th Edition by Palmer Adrian – Ebook PDF Instant Download/Delivery: 0415877121 ,978-0415877121
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Product details:
ISBN 10:0415877121
ISBN 13: 978-0415877121
Author:Palmer Adrian
Now in its seventh edition, Principles of Services Marketing has been revised and updated throughout toreflect the most recent developments in this fast-moving and exciting sector. With a stronger emphasis onemerging and global economies, it’s been restructured to give clearer focus on key issues of efficiency,accessibility and customer experience. This authoritative text develops an indispensable framework forunderstanding services, their effective marketing and how this drives value creation.
Key Features
•Opening vignettes introduce a chapter’s key themes with short examples that present topics in familiar, everyday scenarios students can relate to
•Longer case studies feature well-known companies and provide an opportunity to analyse real-life scenarios and apply understanding
•‘In Practice’ vignettes drawn from services organizations from around the world and how services are delivered and experienced by customers
•‘Thinking Around the Subject’ boxes examine the operational challenges of putting theory in to practice
•‘Summary & links to other chapters’ reinforce the main topics covered and how they fit within the wider context of services marketing to improve overall understanding of the subject
•Expanded coverage of key topics such as service dominant logic, servicescapes and the use of social media explore the latest theory and practice
•Reflects the importance of marketing for public services and not-for-profit organizations
•Includes new chapters on service systems and the experiential aspects of service consumption.
Principles of Services Marketing 7th Table of contents:
Chapter 1 What is services marketing?
1.1 Introduction
1.2 Distinguishing features of services
1.3 The service offer
1.4 Classification of services
1.5 Defining marketing in a services context
1.6 So, is goods marketing different from services marketing?
1.7 An extended marketing mix for services
Case study
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
Chapter 2 Service systems
2.1 Introduction
2.2 Systems approaches to analysing services
2.3 Designing the customer into the service system
2.4 Specifying the design of a service system
2.5 Service failure and recovery
2.6 Industrializing the service encounter
2.7 Defining and measuring productivity of a service system
2.8 Managing the consumer–producer boundary
2.9 Computer-mediated service systems
Case study
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
Chapter 3 Managing the customer experience
3.1 Introduction
3.2 Customer experience
3.3 Frameworks for managing the customer experience
3.4 T he effects on customer experience of other customers
3.5 T he effects on customer experience of health, safety and security considerations
Case study
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
Chapter 4 Making services accessible to consumers
4.1 Introduction
4.2 When should the service be made accessible?
4.3 To whom should the service be made accessible?
4.4 Where should the service be made accessible?
4.5 How should access be provided? The role of intermediaries
4.6 Selection of intermediaries
4.7 Franchised service distribution
4.8 Accessibility through co-production
Case study
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
Chapter 5 Relationships, partnerships and networks
5.1 Introduction
5.2 Network perspectives of marketing
5.3 Theories underpinning networks and relationships
5.4 Relationship marketing and consumer services
5.5 Customer loyalty
5.6 Managing customer information
Case study
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
Chapter 6 Understanding services buying behaviour
6.1 Introduction
6.2 Models of buyer behaviour
6.3 The effects of intangibility and risk on the buying process
6.4 The decision-making unit
6.5 Learning about buyer behaviour
6.6 Market segmentation and buyer behaviour
Case study
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
Chapter 7 Innovation and new service development
7.1 Introduction
7.2 The service life-cycle concept
7.3 Refining the service portfolio
7.4 New service development
7.5 Demand forecasting
7.6 Competitor analysis
7.7 Service deletion
Case study
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
Chapter 8 Developing service brands
8.1 Introduction
8.2 The development of service brands
8.3 Services branding strategy
8.4 Small businesses and brand development
Case study
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
Chapter 9 Service quality
9.1 Introduction
9.2 Defining service quality
9.3 The service–profit chain
9.4 Frameworks for understanding and measuring service quality
9.5 Setting quality standards
9.6 R esearching service quality
9.7 Managing and monitoring service performance
9.8 C reating a service quality culture
9.9 Managing the extended marketing mix for quality
Case study
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
Chapter 10 Engaging employees in service delivery
10.1 Introduction
10.2 Internal marketing
10.3 Controlling and empowering staff
10.4 Creating engagement by employees
10.5 Leadership
10.6 Recruiting, training and rewarding employees
10.7 Reducing dependency on human resources
Case study
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
Chapter 11 The pricing of services
11.1 Introduction
11.2 Organizational influences on pricing decisions
11.3 Factors influencing pricing decisions
11.4 Costs as a basis for pricing
11.5 Demand-based pricing
11.6 Competitor-based pricing
11.7 Distortions to market-led pricing decisions
11.8 Pricing strategy
11.9 Service portfolio pricing
11.10 Tactical pricing
11.11 Pricing strategies for not-for-profit services
11.12 Internal market pricing
Case study
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
Chapter 12 Yield management: matching capacity with demand
12.1 Introduction
12.2 Causes and consequences of fluctuating demand
12.3 Managing service capacity
12.4 Queuing and reservation systems
12.5 Yield management and flexible pricing
Case study
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
Chapter 13 Managing communications
13.1 Introduction
13.2 The message
13.3 Channels of communication
13.4 The extended services promotion mix
13.5 Advertising and the media
13.6 Sales promotion
13.7 Personal selling
13.8 Direct marketing
13.9 Public relations
13.10 Sponsorship
13.11 Online communication
13.12 Word of mouth and social network media
13.13 Developing a promotional campaign
Case study
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
Chapter 14 Globalized services marketing
14.1 Introduction
14.2 The importance of international trade in services
14.3 Defining international trade in services
14.4 Reasons for service firms going global
14.5 Analysing opportunities for overseas development of services
14.6 The foreign marketing environment
14.7 Sources of information on foreign markets
14.8 Refining the marketing programme for foreign markets
14.9 Market-entry strategies
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