Principles of services marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
McGraw-Hill
2011
|
| Ausgabe: | 6. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVII, 525 S. Ill., graph. Darst. |
| ISBN: | 9780077129514 0077129512 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | Titel: Principles of services marketing
Autor: Palmer, Adrian
Jahr: 2011
table of contents
Brief table of contents v 3.4 Computer-mediated service
About the author ix encounters 94
Preface x Case study: Health services go online
Acknowledgements xii in an increasingly competitive
Guided tour xiii environment 105
Technology to enhance learning and Summary and links to other chapters 108
teaching xvi Chapter review questions 108
Activities 108
1 What is services marketing? / Key terms 109
1.1 Introduction 2 Selected further reading 109
1.2 Distinguishing features of services 7 References 110
1.3 The service offer 13
1.4 Classification of services 75 4 Making services accessible to
1.5 Defining marketing in a services consumers 113
context 22 4.1 Introduction 7 73
1.6 So, is goods marketing different 4.2 When should the service be made
from services marketing? 30 accessible? 714
1.7 An extended marketing mix for 4.3 To whom should the service be
services 34 made accessible? 7 77
Case study: Old MacDonald had a 4.4 Where should the service be made
farm - and a service business too? 39 accessible? 7 79
Summary and links to other chapters 41 4.5 How should access be provided?
Chapter review questions 41 The role of intermediaries 729
Activities 42 4.6 Selection of intermediaries 737
Key terms 42 4.7 Franchised service distribution 739
Selected further reading 43 4.8 Accessibility through
References 44 co-production 144
Case study: Making bikes accessible to
2 The service encounter 46 all? 145
2.1 Introduction 47 Summary and links to other chapters 147
2.2 The service encounter 47 Chapter review questions 148
2.3 Conceptual frameworks for Activities 148
analysing the service encounter 53 Key terms 148
2.4 Health, safety and security of the Selected further reading 149
service encounter 67 References 150
2.5 Service failure and recovery 77
Case study: Creating a drama at T.C.I. 5 Understanding services buying
Friday s 78 behaviour 757
Summary and links to other chapters 80 5.1 Introduction 752
Chapter review questions 80 5.2 Models of buyer behaviour 752
Activities 80 5.3 The effects of intangibility and risk
Key terms 81 on the buying process 760
Selected further reading 82 5.4 The decision-making unit 764
References 83 5.5 Learning about buyer behaviour 768
5.6 Market segmentation and buyer
3 Service efficiency and effectiveness in behaviour 777
the Internet age 87 Case study: Coffee to go is no go for
3.1 Introduction 88 Israeli consumers 776
3.2 Industrializing the service encounter 88 Summary and links to other chapters 178
3.3 Impacts of the Internet on services Chapter review questions 178
marketing 92 Activities 178
Key terms 179 9.2 Defining service quality 286
Selected further reading 179 9.3 The service-profit chain 290
References 180 9.4 Frameworks for understanding and
measuring service quality 293
6 Relationships, partnerships and 9.5 Setting quality standards 304
networks 782 9.6 Researching service quality 309
6.1 Introduction 783 9.7 Managing and monitoring service
6.2 Network perspectives of marketing 783 performance 3 78
6.3 Theories underpinning networks 9.8 Creating a service quality culture 320
and relationships 797 9.9 Managing the extended marketing
6.4 Relationship marketing and mix for quality 320
consumer services 795 Case study: Delivering service promises
6.5 Customer loyalty 204 using service guarantees 323
6.6 Managing customer information 209 Summary and links to other chapters 327
Case study: Points mean prizes, and a Chapter review questions 327
goldmine of data for companies 217 Activities 327
Summary and links to other chapters 220 Key terms 328
Chapter review questions 220 Selected further reading 329
Activities 221 References 330
Key terms 221
Selected further reading 222 1 0 Engaging employees in service delivery 335
References 224 10.1 Introduction 336
10.2 Internal marketing 338
7 Innovation and new service 10.3 Controlling and empowering staff 343
development 228 10.4 Creating engagement by
7.1 Introduction 229 employees 347
7.2 The service life-cycle concept 230 10.5 Leadership 352
7.3 Refining the service portfolio 233 10.6 Recruiting, training and rewarding
7.4 New service development 233 employees 353
7.5 Demand forecasting 239 10.7 Reducing dependency on human
7.6 Competitor analysis 246 resources 363
7.7 Service deletion 247 Case study: A 24/7 society may be
Case study: Will the bank of the future good for customers, but can employees
be mobile ? 250 cope with the stress? 364
Summary and links to other chapters 253 Summary and links to other chapters 366
Chapter review questions 253 Chapter review questions 366
Activities 254 Activities 366
Key terms 254 Key terms 367
Selected further reading 255 Selected further reading 367
References 256 References 368
8 Developing service brands 258 11 The pricing of services 377
8.1 Introduction 258 11.1 Introduction 377
8.2 The development of service brands 260 11.2 Organizational influences on
8.3 Services branding strategy 264 pricing decisions 372
8.4 Small businesses and brand 11.3 Factors influencing pricing
development 274 decisions 374
Case study: How far can the Tesco 11.4 Costs as a basis for pricing 374
brand be stretched? 278 11.5 Demand-based pricing 378
Summary and links to other chapters 281 11.6 Competitor-based pricing 386
Chapter review questions 281 11.7 Distortions to market-led pricing
Activities 281 decisions 388
Key terms 282 11.8 Pricing strategy 397
Selected further reading 282 11.9 Service portfolio pricing 395
References 283 11.10 Tactical pricing 397
11.11 Pricing strategies for not-for-
9 Service quality 285 profit services 400
9.1 Introduction 285 11.12 Internal market pricing 403
Case study: UK rail fares move to 13.13 Developing a promotional
market-based pricing 404 campaign 477
Summary and links to other chapters 408 13.14 Determining the promotion
Chapter review questions 408 budget 478
Activities 408 Case study: Promoting an ethical
Key terms 409 bank 479
Selected further reading 409 Summary and links to other chapters 482
References 410 Chapter review questions 482
Activities 482
12 Yield management: matching capacity Key terms 483
with demand 4 71 Selected further reading 484
12.1 Introduction 472 References 485
12.2 Causes and consequences of
fluctuating demand 472 14 Globalized services marketing 487
12.3 Managing service capacity 476 14.1 Introduction 488
12.4 Queuing and reservation systems 420 14.2 The importance of international
12.5 Yield management and flexible trade in services 488
pricing 423 14.3 Defining international trade in
Case study: Cultural change needed to services 489
manage hotel yields more effectively 428 14.4 Reasons for service firms going
Summary and links to other chapters 430 global 497
Chapter review questions 430 14.5 Analysing opportunities for
Activities 431 overseas development of services 492
Key terms 431 14.6 The foreign marketing
Selected further reading 431 environment 493
References 432 14.7 Sources of information on foreign
markets 499
13 Managing communications 434 14.8 Refining the marketing
13.1 Introduction 435 programme for foreign markets 500
13.2 The message 437 14.9 Market-entry strategies 505
13.3 Channels of communication 448 Case study: Indian call centres create
13.4 The extended services promotion new international trade 509
mix 45 7 Summary and links to other chapters 511
13.5 Advertising and the media 452 Chapter review questions 512
13.6 Sales promotion 458 Activities 512
13.7 Personal selling 467 Key terms 513
13.8 Direct marketing 463 Selected further reading 513
13.9 Public relations 466 References 513
13.10 Sponsorship 470
13.11 Online communication 477 Index 575
13.12 Word of mouth and social
network media 475
|
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| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 6. ed. |
| format | Book |
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| isbn | 9780077129514 0077129512 |
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| spelling | Palmer, Adrian Verfasser aut Principles of services marketing Adrian Palmer 6. ed. London [u.a.] McGraw-Hill 2011 XVII, 525 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketing (DE-588)4037589-4 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=021098698&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 |
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| title | Principles of services marketing |
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| title_exact_search | Principles of services marketing |
| title_full | Principles of services marketing Adrian Palmer |
| title_fullStr | Principles of services marketing Adrian Palmer |
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