For graduate-level/MBA courses in Services Marketing.

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. Strong managerial and strategic focus.



Table of Contents:



About the Author and Contributors.

I. UNDERSTANDING SERVICES.

1. Distinctive Aspects of Service Management.

2. Customer Involvement in Service Processes.

3. Managing Service Encounters.

Readings:

Service Theater: An Analytical Framework for Services Marketing, Stephen J. Grove and Raymond P. Fisk.

Critical Service Encounters: The Employee's Viewpoint, Mary Jo Bitner, Bernard H. Booms, and Lois A. Mohr.

II. FOCUS ON CUSTOMERS AND MANAGING RELATIONSHIPS.

4. Customer Behavior in Service Settings.

5. Targeting Customers, Managing Relationships, and Building Loyalty.

6. Complaint Handling and Service Recovery.

Readings:

Listening to the Customer: The Concept of a Service- Quality Information System, Leonard L. Berry and A. Parasuraman.

III. CREATING VALUE IN A COMPETITIVE MARKET.

7. Positioning a Service in the Marketplace.

8. Creating the Service Product and Adding Value.

9. Pricing Strategies for Services.

10. Customer Education and Service Promotion.

Readings:

Service Positioning through Structural Change, G. Lynn Shostack.

The Strategic Levers of Yield Management, Sheryl E. Kimes and Richard B. Chase.

IV. PLANNING AND MANAGING SERVICE DELIVERY.

11. Creating Delivery Systems in Place, Cyberspace, and Time.

12. Enhancing Value by Improving Quality and Productivity

13. Balancing Demand and Capacity.

14. Managing Customer Waiting Lines and Reservations.

Readings:

Content and Measurement of Productivity in the Service Sector: A Conceptual Analysis with an Illustrative Case from the Insurance Business, Ismo Vuorinen, Raija Jorvinen, and Uolevi Lehtinen.

Service Markets and the Internet, John Deighton.

V. ISSUES FOR SENIOR MANAGEMENT.

15. Managing People in Service Organizations.

16. Organizing for Service Leadership.

17. International and Global Strategies in Service Management.

18. Technology and Service Strategy.

Readings:

Organigraphs: Drawing How Companies Really Work, Henry Mintzberg and Ludo Van der Heyden.

Putting the Service-Profit Chain to Work, James L. Heskett et al.

The Evolution of Services Management in Developing Countries: Insights from Latin America, Javier Reynoso.

CASES.

Note on Studying and Learning from Cases.

Four Customers in Search of Solutions, Christopher Lovelock.

Sullivan's Auto World Ford, Christopher Lovelock.

Euro Disney: An American in Paris, Christopher Lovelock and Ivor P. Morgan.

BT: Telephone Account Management, Christopher Lovelock and Martin Bless.

Museum of Fine Arts, Boston, Christopher Lovelock.

First Direct: Branchless Banking, Jean-Claude Larreche, Christopher Lovelock, and Delphine Parmenter.

Vertical Net (www.verticalnet.com), Das Narayandas.

Menton Bank, Christopher Lovelock.

R Cubed, Christopher Lovelock and Reg Price.

Peters & Champlain, Christopher Lovelock.

Index.