Services Marketing

by Jochen Wirtz, Christopher Lovelock, Hean Tat Keh, et al.

Book Overview

For graduate-level/MBA courses in Services Marketing. Significantly revised, restructured, and updated to reflect the challenges facing today's service managers, this text/reader/casebook combines... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0131138650
• ISBN13: 9780131138650
• Release Date: January 2003
• Publisher: Prentice Hall
• Length: 672 Pages
• Weight: 3.13 lbs.
• Dimensions: 1.2" x 8.3" x 10.1"

Customer Reviews

Excellent book covering a critical topic

As Services industries continue to become a larger and larger share of our global economy, the importance of Services Marketing can only grow. Wirtz and Lovelock have written an excellent book for understanding Services Marketing and backing it up with numerous excellent real world case examples. I have been in the Services industry for 21 years, but still learned a tremendous amount from the book and cases. The book makes it easy to grasp the key concepts and has a logical, smooth flow. If after reading this book and exploring the accompanying cases, you still don't have a thorough knowledge of Services Marketing, it is YOUR fault! I highly recommend this book and think it should be part of every MBA program.

Synthesizes all the best practices and leading edge thinking

This is such a well-written and well-organized book that you can simply read from cover-to-cover or jump into your interested chapters right away.Not only does the authors present you with their in-depth coverage of the various services related topics, supplementary materials (papers, cases) from other excellent sources/authors make this an absolute encyclopedia of services marketing and a coherent contemporary literature for both novices and seasoned practitioners.This is THE book for this very under-written and immensely critical topic of services marketing and an essential reading for the 60-80% of the workforce who are involved in the ever growing services sector.

A must-read for a good grounding in services marketing

Services Marketing by Lovelock and Wirtz is a down-to-earth practical textbook that covers the myriad facets of services marketing. I like it because it showcases real-life examples, and ties theory and models neatly in with practical examples that MBA students can easily relate to.

Great book! Revolutionary thinking!

This is one of the best books for MBA courses. It captures most of the best and realistic ideas to keep a company having a real competitve edge through service. With competition heat up everywhere, service is the key to differentiation and this book tells you how to do it.

Learn to think & execute a service business successfully.

"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 SERVICES1 Distinctive Aspects of Services Marketing 2 The Customer Experience 3 Developing Frameworks for Understanding Services Marketing STRATEGIC ISSUES4 Positioning a Service in the Marketplace 5 Managing the Customer Portfolio 6 Managing Demand TOOLS FOR SERVICE MARKETERS7 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 MANAGEMENT11 Improving Service Quality and Productivity 12 Organizing and Implementing the Marketing Effort