Summary: Combination text/reader/casebook explores the concepts and techniques of Services Marketing, and combines conceptual rigour with real world examples and practical applications. Patterson, University of NSW, Australia.
This clear, accessible book presents an integrated approach to the study of services that places marketing issues within a broader general management context. It emphasizes the fact that service organizations differ in many important respects from manufacturing businesses, requiring a distinctive approach to planning and implementing marketing strategy. Coverage is comprised of 16 chapters and 12 short- to medium-length cases that let readers apply what they've learned to real-world settings and fully understand the complexities of service management--including the interactions between marketing, operations, and human resources.
In this text, Christopher Lovelock demonstrates how organizations consistently profit by putting customers first, and lays out a proven strategy for building an entire company around customer-is-king satisfaction.
Make it easy for students to understand: Clear, Simple Language and Visual Learning Aids The authors use simple English and short sentences to help students grasp concepts more easily and quickly. The text consists of full-colored learning cues, graphics, and diagrams to capture student attention and help them visualize concepts. Know Your ESM presents quick review questions designed to help students consolidate their understanding of key chapter concepts. Make it easy for students to relate: Cases and Examples written with a Global Outlook The first edition global outlook is retained by having an even spread of familiar cases and examples from the world’s major regions: 40% from American,...
Marketing Public Transit provides managers with a decision-making framework for planning, designing, and promoting public transportation--particularly in a time of limited resources. By using the proper "marketing mix"--of service, price, communication with customers and distribution--the appropriate solution to the diversity of problems facing the nation's mass transit systems can be better achieved.