Services marketing : an Asia-Pacific perspective /
Christopher H. Lovelock, Paul G. Patterson, Rhett H. Walker.
- 2nd ed.
- Frenchs Forest, N.S.W. : Pearson Education Australia, c2001
- xii, 636 p. : ill. (some col.), maps ; 25 cm.
Preface. - About the authors and contributors. - Pt. 1. Understanding services. 1. Distinctive aspects of services marketing. 2. Customer involvement in service processes. - Pt. 2. Understanding the customer and managing relationships. 3. Customer behaviour in service settings. 4. Customer satisfaction and service quality. 5. Relationship marketing and management. - Pt. 3. Strategic issues in services marketing. 6. Target market definition and positioning. 7. Developing a service product strategy. 8. The place and manner of service delivery. 9. Understanding costs and developing pricing strategy. 10. Managing capacity and demand. 11. Communicating and promoting services. - Pt. 4. Challenges for senior management. 12. Managing the customer-service function. 13. Handling customer complaints and managing service recovery. 14. International services marketing. 15. The Strategic impact of information technology. - Cases. - Reading. - Index
Services Marketing : An Asia-Pacific Perspective, 2nd edition provides a balance of conceptual rigour and practical applications with real-world examples. This combination of text reader and casebook explores the concepts and techniques of Services Marketing, using a broad range of service categories in Australia and Asia-Pacific region. Some of the features in the second edition include : New and current practices, cases, and readings from Australia, New Zealand , and South East Asia. For example tthe chapter on Consumer Behaviour now includes a section that specifically examines the differences found in collectivist Asian cultures ; the impact of technology on services has been integrated throughout as well as highlighted in a new chapter (15) ; the book discusses a broad range of service industries including professional services such as engineering, accounting and legal services ; new cases and readings have been collected from a broad range of Australasian and South East Aisan sources, providing students with a global view of services marketing ; new two-colour format throughout enhances the design and pedagogy of the text. - Back cover
1740094387
Customer services--Marketing.--Asia, Southeastern Customer services--Marketing.--Australia Customer services--Marketing.--New Zealand Service industries--Marketing.--Asia, Southeastern Service industries--Marketing.--Australia Service industries--Marketing.--New Zealand