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Kurzbeschreibung
Significantly revised, restructured, and updated to reflect the challenges facing service managers in the 21st century, this book combines conceptual rigor with real world examples and practical applications. Exploring both concepts and techniques of marketing for an exceptionally broad range of service categories and industries, the Fifth Edition reinforces practical management applications through numerous boxed examples, eight up-to-date readings from leading thinkers in the field, and 15 recent cases. For professionals with a career in marketing, service-oriented industries, corporate communication, advertising, and/or public relations.
Synopsis
For graduate-level/MBA courses in Services Marketing. Significantly revised, restructured, and updated to reflect the challenges facing today's service managers, this text/reader/casebook combines conceptual rigor with real world examples and practical applications. Exploring both concepts and techniques of marketing for an exceptionally broad range of service categories and industries, the Fifth Edition also features, eight current readings from leading thinkers in the field, and 15 compelling classroom-tested cases.
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3 von 3 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
"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
1 von 1 Kunden fanden die folgende Rezension hilfreich
Format:Taschenbuch
Being a member of the intended audience for this text, i.e. a postgraduate student of marketing, this author would issue a word of caution regarding this title. This is a text that had great potential, having been written by some of the most prominent authors in the field of services marketing today. Yet, the text is riddled with simple structural mistakes, that make the book rather hard to navigate. The presentation is unappealing and the writing style borderline patronising.
Navigation of chapters is made difficult by a confusing framework, that does not follow logically from the introductory chapters. Some models, such as Parasuraman et al's Gaps model (undeniably one of the most important tools in services marketing) are virtually ignored, and recent research developments in the field remain largely unmentioned.
Although there are some chapters of well above par delivery, they are tragically offset by the overall structure, quality and style of the text. The text is fragmented and does not foster concentration retention to any extent. While visual models, when used, have the intended effect of illustrating text content and making the same more accessible, they are few and far between, while visual representations, such as photographs and other illustrative tools are noticeably absent from the majority of the text.
This could have been a favourite text, had the existing potential been fully realised and had the authors done their research homework properly (it is very unlikely, that after consultation with focus groups from the intended audience, the same writing style would have emerged). As it is, the text can be successfully used as a complementary source of readings (many of the readings offered in the text are of a far superiour quality compared to the main text). As a text book to base a course on without external readings and chapter adjustments, it is virtually useless.
Interestingly enough, the European Perspective claimed by the title is conspicious in its absence.
Format:Gebundene Ausgabe
Este es un excelente libro para quienes laboramos en la industria del servicio. Laboro en la empresa de servicios electricos más grande de Costa Rica, Centro América.Estoy interesado en conocer la experiencia o casos que tenga el autor en Servicios Electricos, especificamente en Mercadeo Directo con clientes industriales y residenciales.
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