Services Marketing

Paperback | June 22, 2012

byWilliam Chitty, Andrew Hughes, Steven DAlessandro

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Increasingly, more attention is being given by businesses to the implications of services provision and how services can be best managed and marketed. This text has been written to provide an understanding of the role that services marketing plays in creating customer value, and the increasingcontributions that services make to national economies. With a practical focus, it provides the necessary skills to analyse those successful service strategies that create customer value, achieve customer satisfaction and foster long term brand loyalty for a broad range of services. The text sequentially examines the various services marketing concepts, allowing students to develop conceptual frameworks that will enable to them to critically analyse the marketing activities of selected Australasian service organisations, and therefore be able to develop strategies to applythose concepts.

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Increasingly, more attention is being given by businesses to the implications of services provision and how services can be best managed and marketed. This text has been written to provide an understanding of the role that services marketing plays in creating customer value, and the increasingcontributions that services make to nationa...

Bill Chitty is a Lecturer in Marketing at the Murdoch Business School, where he teaches both undergraduate and postgraduate units in integrated marketing communication, services marketing, and marketing management. He has also lectured in marketing for the Singapore National Employer Federation-Murdoch University Commerce programme, a...

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Format:PaperbackDimensions:416 pages, 9.76 × 8.03 × 0.07 inPublished:June 22, 2012Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195572319

ISBN - 13:9780195572315

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Table of Contents

PrefacePart 1: Service Organisations and their Customers1. An Overview of Services Marketing2. Customer Decision Making and Service Interactions3. Market Segmentation and Service Positioning4. Managing the Service EncounterPart 1 Case StudiesPart 2: Marketing Strategies for Services5. Service Development and Delivery6. Services Marketing Theory7. Self Service Technology8. Integrated Marketing Communications for ServicesPart 2 Case StudiesPart 3: Delivering Service Value9. Managing productive capacity and customer demand10. Customer Satisfaction and Service Quality11. Managing the customer service function12. Customer relationship managementPart 3 Case StudiesGlossaryIndex