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Services Marketing, 6/E
ISBN-10: 0131875523
ISBN-13: 9780131875524
Publisher: Prentice Hall
Copyright: 2007
Format: Cloth; 672 pp
Published: 09/27/2006
Status: Instock
Suggested retail price: $182.67
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For advanced undergraduate and MBA/EMBA courses in Services Marketing.
Organized around a strategic marketing framework to give instructors maximum flexibility in teaching and take students deeper into the consumer and competitive environments in services marketing.
For advanced undergraduate and MBA/EMBA courses in Services Marketing.
Organized around a strategic marketing framework to give instructors maximum flexibility in teaching and take students deeper into the consumer and competitive environments in services marketing.
Are your students all on the same career path? How do you address their different needs and interests?
Strategic Marketing Framework allows instructors to make selective use of chapters, readings, and cases to teach courses of different lengths and formats. The framework gives instructors the flexibility to touch on the many different roles of a service manager, because regardless what a student’s specific job may be, he or she must acknowledge the close ties that link service issues to various managerial functions.
• Figure 1.1 in the Preface
What do you think of the recent growth and development in the field of services marketing? How will students benefit from taking a services marketing course?
An integrated managerial and strategic approach places services issues within a broader general management context and addresses the need for service marketers not only to understand customer needs and behaviors, but also how to use these insights to develop strategies for competing effectively in the marketplace.
What are some current trends in services? How do you bring these latest concepts into your classroom?
The latest in key academic research findings and examples are included in each and every chapter.
• Pg. 37
Eight of the eleven readings are new to this edition. These readings, drawn from such respected publications as Harvard Business Review, Business Week, Journal of Service Research, MIT Sloan Management Review, and The McKinsey Quarterly, offers students a chance to explore key issues in greater depth, as well as to examine interesting and provocative market trends. Among the authors of these readings are leading professors and management consultants from around the world, as well as journalists for noted business publications.
• Pg. 64
Ten of the eighteen cases are new—All cases are up-to-date and classroom-tested, in varying lengths and levels of difficulty. Copyright dates range from 2000 to 2006.
• Pg. 511
Increase in the proportion of short and medium length cases—The new selection provides even broader coverage of service marketing issues and application areas, with cases featuring a wide array of industries and organizations, ranging in size from multinational giants to small entrepreneurial start ups. Two nonprofit organizations are included.
• Pg. 520, 579, & 590
OTHER CHANGES:
- Parts 1 and 2 have been restructured to improve the logical sequencing of topics.
- Chapter 1: “New Perspectives on Marketing in the Service Economy” has been updated extensively. It presents a clear new conceptualization of the nature of services, based upon award-winning research.
- Chapter 2: “Customer Behavior in Service Encounters” has been substantially revised and is now organized around a three-stage model of service consumption that distinguishes, where necessary, between high and low contact services.
- New applications of technology—from Internet-based strategies to biometrics—and the opportunities and challenges they pose for customers and service marketers alike, are woven into the text at relevant points across virtually all chapters, as well as being illustrated in boxed inserts.
- New treatment of service pricing, including expanded coverage of revenue management and thought-provoking coverage of abusive and confusing pricing practices; recent developments in electronic communications such as iTV, blogs, and Internet advertising; the latest thinking on cost effective service excellence; an expanded section on the Wheel of Loyalty and CRM; and discussion of current thinking on change management and service leadership.
PART 1: UNDERSTANDING SERVICE MARKETS, PRODUCTS, AND CUSTOMERS
1. New Perspectives on Marketing in the Service Economy
2. Customer Behavior in Service Encounters
PART 2: BUILDING THE SERVICE MODEL
3. Developing Service Concepts: Core and Supplementary Elements
4. Distributing Services through Physical and Electronic Channels
5. Exploring Business Models: Pricing and Revenue Management
6. Educating Customers and Promoting the Value Proposition
7. Positioning Services in Competitive Markets
PART 3: MANAGING THE CUSTOMER INTERFACE
8. Designing and Managing Service Processes
9. Balancing Demand against Productive Capacity
10. Crafting the Service Environment
11. Managing Service Employees for Competitive Advantage
PART 4: IMPLEMENTING PROFITABLE SERVICE STRATEGIES
12. Creating Relationships and Building Customer Loyalty
13. Achieving Service Recovery and Obtaining Customer Feedback
14. Improving Service Quality and Productivity
15. Organizing for Change Management and Service Leadership
Glossary
Credits
Name Index
READINGS
Wingfield, “In a Dizzying World, One Way to Keep Up: Renting Possessions”
Datta and Krishnan, “The Health Travellers”
Kimes and Chase, “The Strategic Levers of Yield Management”
Thornton, “Fees! Fees! Fees!”
Roberts, “Best Practice: Defensive Marketing—How a Strong Incumbent Can Protect Its Position”
Heracleous, Wirtz and Johnston, “Kung-Fu Service Development at Singapore Airlines”
Gilson and Khandelwal, “Getting More from Call Centers: Used Properly, They Can Be Strategic Assets”
Haeckel, Carbone, and Berry, “How to Lead the Customer Experience”
Brady, “Why Service Stinks”
Berry, Shankar, Parish, Cadwallader, and Dotzel, “Creating New Markets through Service Innovation”
Reichheld, “The One Number You Need to Grow”
CASES
Case 1: Susan Munro, Service Consumer
Case 2: Four Customers in Search of Solutions
Case 3: Dr Beckett’s Dental Office
Case 4: Starbucks: Delivering Customer Service
Case 5: Giordano: Positioning for International Expansion
Case 6: Aussie Pooch Mobile
Case 7: Jollibee Foods Corporation
Case 8: Accra Beach Hotel
Case 9: Sullivan Ford Auto World
Case 10: CompuMentor and the DiscounTech.org Service: Creating An Earned-Income Venture for a Nonprofit Organization
Case 11: Dr. Mahalee Goes to London
Case 12: Menton Bank
Case 13: Red Lobster
Case 14: Hilton HHonors Worldwide Loyalty Wars
Case 15: The Accellion Service Guarantee
Case 16: Shouldice Hospital Limited (Abridged)
Case 17: Massachusetts Audubon Society
Case 18: TLContact: CarePages Services (A)
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.
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.
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.
Instructors Resource Center, 6/E
Lovelock & Wirtz
©2007 | Prentice Hall | On-line Supplement | Instock
ISBN-10: 0132212099 |
ISBN-13: 9780132212090
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Services Marketing, CourseSmart eTextbook, 6/E
Lovelock & Wirtz
©2007 | Prentice Hall | On-line Supplement; 672 pp | Instock
ISBN-10: 0131875515 | ISBN-13: 9780131875517
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