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Title: Services Marketing: People, Technology, Strategy (4th Edition) by Christopher Lovelock ISBN: 0130173924 Publisher: Prentice Hall Pub. Date: 25 July, 2000 Format: Hardcover Volumes: 1 List Price(USD): $125.00 |
Average Customer Rating: 5
Rating: 5
Summary: Learn to think & execute a service business successfully.
Comment: "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
Rating: 5
Summary: Es un excelente libro. Los casos excepcionales.
Comment: 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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Title: Services Marketing by Valarie A. Zeithaml, Mary Jo Bitner ISBN: 0072471425 Publisher: McGraw-Hill/Irwin Pub. Date: 16 July, 2002 List Price(USD): $125.70 |
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Title: The Service Profit Chain: How Leading Companies Link Profit and Growth to Loyalty, Satisfaction, and Value by James L. Heskett, W. Earl Sasser, Leonard A. Schlesinger, James L. Herskett, Earl W. Sasser ISBN: 0684832569 Publisher: Free Press Pub. Date: April, 1997 List Price(USD): $32.50 |
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Title: Service Management and Marketing : A Customer Relationship Management Approach, 2nd Edition by Christian Grönroos, Christian Gronroos ISBN: 0471720348 Publisher: John Wiley & Sons Pub. Date: 06 September, 2000 List Price(USD): $50.00 |
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Title: How to Win Customers and Keep Them for Life: Revised and Updated for the Digital Age by Michael Leboeuf ISBN: 0425175014 Publisher: Penguin Putnam Inc. Pub. Date: 08 August, 2000 List Price(USD): $13.00 |
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Title: Moments of Truth by Jan Carlzon ISBN: 0060915803 Publisher: Perennial Pub. Date: February, 1989 List Price(USD): $13.00 |
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