Services Marketing (5th Edition)

Customer Reviews

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

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