Winning in Service Markets

Winning in Service Markets: Success through People, Technology, and Strategy is the first practitioner book in the market to cover the key aspects of services marketing and management based on sound academic evidence and knowledge. Derived from the globally leading textbook for Services Marketing by the same author, this book offers a comprehensive overview of extant knowledge on the topic. Accessible and practical, Winning in Service Markets bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

Contents:

• Preface

• Introduction

• Understanding Service Products, Consumers and Markets:

  • Creating and Capturing Value in the Service Economy
  • Consumer Behavior in a Services Context
  • Positioning Services in Competitive Markets

• Applying the 4 Ps of Marketing to Services:

  • Developing Service Products and Brands
  • Distributing Services
  • Pricing Services and Revenue Management
  • Service Marketing Communications

• Managing the Customer Interface:

  • Designing Service Processes
  • Balancing Demand and Capacity
  • Crafting the Service Environment
  • Managing People for Service Advantage

• Developing Customer Relationships:

  • Managing Relationships and Building Loyalty
  • Complaint Handling and Service Recovery

• Striving for Service Excellence:

  • Improving Service Quality and Productivity
  • Building a World-Class Service Organization

• Endnotes

• Index

• About the Author

• Acknowledgements

Readership: Primary market — marketing practitioners; Secondary market — executives in EMBA and exec development programs.
Key Features:

• There are many books on service management in the market, but most are narrowly focused and/or based on anecdotal evidence. This new book is the first to rigorously cover key aspects of services marketing and management, and is rooted in sound academic research. This book bridges the gap between cutting-edge academic research and practitioners
• The book makes extant academic knowledge easily accessible. For example, each chapter features an organizational framework that provides an overview of core concepts at a glance, and it ends with a succinct chapter summary in bullet points
• The book features global best practices and latest trends; it takes on a global perspective with about 40% of examples originating from the Americas, 30% from Europe and 30% from Asia