Services Marketing （2ND）

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Services Marketing （2ND）

Chitty, William/ D'Alessandro, Steven/ Gray, David

ウェブストア価格 ¥19,666（本体¥17,879）
OUP Australia and New Zealand（2019/05発売）
外貨定価 US$ 97.00
ポイント 178pt

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製本 Paperback:紙装版/ペーパーバック版／ページ数 496 p.
言語 ENG
商品コード 9780190303167
DDC分類 658.8

Full Description

Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from global service-based economies.

This text encourages students to develop an understanding of the service processes that create value for identified target markets. An analytical learning approach, based on applying established and evolving services marketing concepts for Australasian organisations, is the rationale of the pedagogy adopted by this text. That approach is warranted for two reasons:
- Australian and New Zealand service organisations are developing closer economic ties with the growing markets of their South-East Asian counterparts.
- By understanding Australasian service organisations, students will be able to adopt an international perspective on services marketing.

PART 1: SERVICE ORGANISATIONS AND THEIR CUSTOMERS1. An Overview of Services Marketing2. Market Segmentation and Service Positioning3. Customer Decision-making4. The Service EncounterPART 1: CASE STUDIESA. Nomads: A New Banking Customer SegmentB. Tourism adds $120 Billion to the Australian EconomyPART 2: MARKETING STRATEGIES FOR SERVICES5. Developing Service Products6. The Service Delivery Process and Self-service Technology7. Pricing Service Products8. Managing Productive Capacity and Customer Demand9. Marketing Communications for ServicePART 2: CASE STUDIESC. Take a BreakD. Trick or Treat: Cyber Security in AustraliaPART 3: DELIVERING SERVICE VALUE10. The Service Experience11. Customer Satisfaction and Service Quality12. Complaint Handling and Service Recovery13. Customer Relationship ManagementPART 3: CASE STUDIESE. Google Home: the Smart-home ServiceF. Unruly Passengers