書籍資訊

Essentials of Services Marketing 2/e (絕)

20本以上，享 8.5折

售價 $ 洽詢

一般書籍
ISBN：9789810686185
作者：WirtzLovelockChew
版次：2
年份：2013
出版商：Pearson Education

請洽詢

書籍介紹本書特色目錄

Description
Essentials of Services Marketing delivers streamlined coverage of services marketing topics with an exciting global outlook. With its visual learning aids and clear language, students read less to learn more.

Features

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, 30% from Asia and 30% from Europe.
Help students see how various concepts fit into the big picture: Revised Framework
An improved framework characterized by stronger chapter integration as well as tighter
presentation and structure.
Help instructors to prepare for lessons: Enhanced Instructor Supplements
- Instructor’s Manual: Contain additional individual and group class activities. It also contains chapter-by-chapter teaching suggestions.
- Powerpoint Slides: Slides will feature example-based teaching using many examples and step-by-step application cases to teach and illustrate chapter concepts.
- Test Bank: Updated Test Bank that is Test Gen compatible.
- Video Bank: Corporate videos and advertisements help link concept to application. Videos will also come with teaching notes and/or a list of questions for students to answer.
- Case Bank: Cases can be in PDF format available for download as an Instructor Resource.

New to This Edition

Help students see how various concepts fit into the big picture: Revised Framework This edition is organized around a revised framework that communicates key chapter concepts quickly. There is stronger chapter integration as well as tighter presentation and structure. Each chapter has its own integrative framework, providing a visual representation in the overall framework of the book.
Help students see the real-world connection: New and Revised Cases and Examples This edition features a broader spread of cases and examples from around the world. Familiar service situations that students can identify with – such as breakdown of an internet service, long waiting times at a fast-food restaurant, a referral reward program gone wrong – are often used to make it easier for them to see the link between theory and practice.
Work Your ESM provides short scenarios for students to apply concepts learned, thereby extending their understanding.
Show students the use of new social media outlets: New Coverage of Technology This text addresses new applications of technology that cover topics like Internet-based strategies and biometrics, search-engine optimization, Twitter, and M-commerce. The opportunities and challenges that new social media poses for customers and service marketers are woven throughout this edition.

Table of Contents
PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS
Chapter 1: Introduction to Services Marketing
Chapter 2: Consumer Behavior in a Services Context
Chapter 3: Positioning Services in Competitive Markets
PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES
Chapter 4: Developing Service Products: Core and Supplementary Elements
Chapter 5: Distributing Services through Physical and Electronic Channels
Chapter 6: Setting Prices and Implementing Revenue Management
Chapter 7: Promoting Services and Educating Customers
PART III — DESIGNING AND MANAGING THE CUSTOMER INTERFACE
Chapter 8: Designing and Managing Service Processes
Chapter 9: Balancing Demand and Capacity
Chapter 10: Crafting the Service Environment
Chapter 11: Managing People for Service Advantage
PART IV — DEVELOPING CUSTOMER RELATIONSHIPS
Chapter 12: Managing Relationships and Building Loyalty
Chapter 13: Complaint Handling and Service Recovery
PART V — STRIVING FOR SERVICE EXCELLENCE
Chapter 14: Improving Service Quality and Productivity
Chapter 15: Organizing for Service Leadership
PART V — STRIVING FOR SERVICE EXCELLENCE
Chapter 14: Improving Service Quality and Productivity
Chapter 15: Organizing for Service Leadership
PART VI — CASE STUDIES
Case 1: Sullivan Ford Auto World
Case 2: Dr Beckett’s Dental Office
Case 3: Bouleau & Huntley: Cross-Selling Professional Services
Case 4: Banyan Tree: Branding the Intangible
Case 5: Giordano: Positioning for International Expansion
Case 6: Kiwi Experience
Case 7: Distribution at American Airlines (A)
Case 8: Managing Word-of-Mouth: Referral Incentive Program that Backfired
Case 9: Accra Beach Hotel: Block Booking of Capacity
Case 10: Revenue Management of Gondolas
Case 11: Aussie Pooch Mobile
Case 12: Shouldice Hospital Limited (Abridged)
Case 13: Red Lobster
Case 14: Singapore Airlines: Aligning Strategy and Organization
Case 15: Customer Asset Management at DHL in Asia
Case 16: Dr Mahalee Goes to London
Case 17: Hilton HHonors Worldwide: Loyalty Wars
Case 18: Royal Dining Membership Program Dilemma
Case 19: Complaint Letter
Case 20: The Broadstripe Service Guarantee
Case 21: Starbucks: Delivering Customer Service