Principles of services marketing:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London [u.a.]
McGraw-Hill
2001
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVI, 516 S. Ill., graph. Darst. |
| ISBN: | 0077097483 |
Staff View
MARC
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Record in the Search Index
| _version_ | 1804128547890003968 |
|---|---|
| adam_text | Brief contents
Detailed contents vii
Preface xv
Acknowledgements xvii
Guided tour xviii
1 What is services marketing? 1
2 The service offer 35
3 The service encounter 59
4 Services buying processes 87
5 Relationship marketing and customer loyalty 113
6 Managing knowledge 143
7 Service positioning and targeting 175
8 Service quality 207
9 Making services accessible to consumers 243
10 The pricing of services 279
11 Promoting services 315
12 Internal marketing 353
13 Managing capacity 387
14 Managing the marketing effort 407
15 International marketing of services 447
16 Integrative case study Circular Distributors
Marketing Services 481
Glossary 489
References 493
Index of companies and brands 507
Index of authors cited 509
Index of subjects 512
Detailed contents
Preface xv
Acknowledgements xv
Guided tour xviii
1 What is services marketing? 1
1.1 Introduction 2
1.2 Defining marketing in a services context 8
1.3 Marketing in transition? 14
1.4 Distinguishing features of services 15
1.5 Analysis of the service offer 21
1.6 Services marketing and SMEs 24
1.7 Distinctive characteristics of public and not for profit
sector marketing 25
1.8 Services marketing and ethics 26
Case study Ford cars go in for a service 30
2 The service offer
2.1 Introduction 36
2.2 The service offer 36
2.3 The core service level 39
2.4 The secondary service level 39
2.5 Customers perception of service attributes 45
2.6 Classification of services 47
Case study New line in selling mobile phones 54
viii • Detailed contents
3 The service encounter 59
3.1 Introduction 60
3.2 The service encounter 60
3.3 Conceptual frameworks for analysing the
service encounter 66
3.4 The role of other customers in the service
encounter 72
3.5 The role of third party producers in the
service encounter 73
3.6 Service failure and recovery 74
3.7 Industrializing the service encounter 78
Case study Walt Disney makes everyone a star 82
4 Services buying processes 87
4.1 Risk and services buying decisions 89
4.2 The buying process 90
4.3 Models of buyer behaviour 97
4.4 Personal and organizational buyer behaviour
compared 102
4.5 Market segmentation and buyer behaviour 103
4.6 Business ethics and the purchase decision 106
Case study Supermarkets get ready for a new
generation of YABs 108
5 Relationship marketing and customer loyalty 113
5.1 Defining relationship marketing 114
5.2 Reasons for the development of relationship
marketing 115
5.3 Theoretical paradigms underlying buyer seller
relationships 120
5.4 Methods of developing buyer seller relationships 121
5.5 Customer loyalty 125
5.6 Is relationship marketing universally applicable within the
services sector? 130
5.7 Relationship breakdown 135
5.8 The multiple relationship markets of firms 136
Detailed contents • ix
Case study Are relationships a help or hindrance for
Marks and Spencer? 137
6 Managing knowledge 143
6.1 What is meant by the knowledge based
organization? 144
6.2 Marketing information systems 147
6.3 Managing customer information 150
6.4 Forward planning with marketing research 153
6.5 Demand forecasting 163
6.6 Information and control systems 165
Case study Information dries up in the knowledge
society 170
7 Service positioning and targeting 175
7.1 Service positioning 177
7.2 Developing the brand 184
7.3 Developing the portfolio of services 188
7.4 Product/service life cycle concept 190
7.5 New service development 192
7.6 Service deletion 197
Case study Cordless phone service launch ends in a
tangle 201
8 Service quality 207
8.1 Defining service quality 208
8.2 The service profit chain 210
8.3 Researching service quality 213
8.4 Comprehensive expectation and perception
studies 221
8.5 Setting quality standards 229
8.6 Managing the marketing mix for quality 230
8.7 Organizing and implementing service quality 233
Case study College sets standards for quality 236
x • Detailed contents
9 Making services accessible to consumers 243
9.1 Introduction 244
9.2 Service location decisions 244
9.3 The role of intermediaries in distributing services 255
9.4 Direct sale 258
9.5 Selection of intermediaries 262
9.6 Franchised service distribution 264
9.7 Accessibility through co production 269
9.8 Making the tangible components of the service
offer available to consumers 270
Case study Shell chooses franchisees to put
the service back into service stations 274
10 The pricing of services 279
10.1 Introduction 280
10.2 Organizational influences on pricing decisions 280
10.3 Factors influencing pricing decisions 282
10.4 Costs as a basis for pricing 282
10.5 Demand based pricing 287
10.6 Competitor based pricing 292
10.7 Distortions to market led pricing decisions 294
10.8 Pricing strategy 297
10.9 New service pricing strategy 298
10.10 Service portfolio pricing 302
10.11 Tactical pricing 304
10.12 Pricing strategies for public sector services 307
10.13 Internal market pricing 308
Case study Rail sector pricing adapts to new
business environments 309
11 Promoting services 315
11.1 Introduction 316
11.2 The communication process 316
11.3 Developing the promotional mix 323
11.4 The producer customer interface of the services
promotion mix 325
Detailed contents • xl
11.5 Advertising and the media 327
11.6 Sales promotion 333
11.7 Personal selling 337
11.8 Direct marketing 339
11.9 Public relations 342
11.10 Sponsorship 346
Case study Promoting an ethical bank 347
12 Internal marketing? 353
12.1 Introduction 354
12.2 Defining internal marketing 357
12.3 Human resource management and its
relationship to marketing 360
12.4 Controlling and empowering staff 361
12.5 Creating involvement by employees 365
12.6 Leadership 372
12.7 Recruiting, training and rewarding employees 373
12.8 Reducing dependency on human resources 381
Case study More managed healthcare systems use
incentive pay to reward best doctors 382
387
13 Managing capacity
13.1 Introduction 388
13.2 The management of customer demand 388
13.3 Managing service capacity 391
13.4 Queuing and reservation systems 397
13.5 Yield management 399
Case study Cultural change needed to manage,
hotel yields more effectively 403
14 Managing the marketing effort 407
14.1 Introduction to the marketing management
process 408
14.2 The contribution of marketing planning to
corporate planning 408
14.3 The rationale for strategic planning 411
xii • Detailed contents
14.4 The marketing planning process position
analysis 412
14.5 Defining corporate and marketing objectives 415
14.6 Setting objectives 416
14.7 Identifying strategic alternatives 419
14.8 Strategy formulation 420
14.9 Strategies for competitive advantage 420
14.10 Growth strategies 423
14.11 Portfolio planning 426
14.12 Implementing and controlling the marketing plan 427
14.13 Managing the marketing function 428
14.14 Organizing the marketing department 428
14.15 The relationship between marketing and other
organizational functions 433
14.16 Improving organizational effectiveness for
marketing 437
14.17 Introducing strategic marketing management
within the public sector 438
Case study Marketing inward tourism an
organizational challenge for local authorities 440
15 International marketing of services 447
15.1 Introduction 448
15.2 The importance of international trade in services 449
15.3 Defining international trade in services 449
15.4 Reasons for international trade in services
occurring 452
15.5 Analysing opportunities for overseas development
of services 454
15.6 The overseas marketing environment 454
15.7 Sources of information on overseas markets 460
15.8 International services marketing management 462
15.9 Refining the marketing programme for overseas
markets 463
15.10 Market entry strategies 469
Detailed contents • xiii
Case study Philippines gets a share of emerging
world trade in data 476
16 Integrative case study Circular Distributors Marketing
Services 481
Glossary 489
References 493
Index of companies and brands 507
Index of authors cited 509
Index of subjects 512
|
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| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
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| indexdate | 2024-07-09T18:50:59Z |
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| spelling | Palmer, Adrian Verfasser aut Principles of services marketing Adrian Palmer 3. ed. London [u.a.] McGraw-Hill 2001 XVI, 516 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Dienstensector gtt Marketing gtt Marketing Management Service industries Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Dienstleistungsbetrieb (DE-588)4012181-1 gnd rswk-swf Dienstleistung (DE-588)4012178-1 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s Dienstleistungsbetrieb (DE-588)4012181-1 s Dienstleistung (DE-588)4012178-1 s Marketing (DE-588)4037589-4 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009384317&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Palmer, Adrian Principles of services marketing Dienstensector gtt Marketing gtt Marketing Management Service industries Marketing Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Dienstleistung (DE-588)4012178-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4168907-0 (DE-588)4012181-1 (DE-588)4012178-1 |
| title | Principles of services marketing |
| title_auth | Principles of services marketing |
| title_exact_search | Principles of services marketing |
| title_full | Principles of services marketing Adrian Palmer |
| title_fullStr | Principles of services marketing Adrian Palmer |
| title_full_unstemmed | Principles of services marketing Adrian Palmer |
| title_short | Principles of services marketing |
| title_sort | principles of services marketing |
| topic | Dienstensector gtt Marketing gtt Marketing Management Service industries Marketing Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Dienstleistung (DE-588)4012178-1 gnd |
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