Services Marketing, 3/E

by Christopher H. Lovelock

TABLE OF CONTENTS

PREFACE

ABOUT THE AUTHOR AND CONTRIBUTORS

PART I: UNDERSTANDING SERVICES

Chapter 1: Distinctive Aspects of Services Marketing

Chapter 2: Developing Frameworks for Analyzing Services

Chapter 3: The Customer Experience

"Service is Everybody's Business" by Ronald Henkoff

"The Development and Emergence of Services Marketing Thought," by Stephen W. Brown, Raymond P. Fisk, and Mary Jo Bitner

"The Dramaturgy of Services Exchange: An Analytical Framework for Services Marketing," by Stephen J. Grove and Raymond P. Fisk

"Critical Service Encounters:The Employee's View," by Mary Jo Bitner, Bernard Booms & Lois A Mohr

Cases

Sullivan's Auto World

Euro Disney: An American in Paris

Metropol Base Fort Security Group

Singapore Airlines

PART II: STRATEGIC ISSUES IN SERVICES MARKETING

Chapter 4: Positioning a Service in the Marketplace

Chapter 5: Targeting Customers and Building Relationships

Chapter 6: Managing Demand

"Pick a Card: Visa, American Express and MasterCard Vie in Overseas Strategies,"

by Steven Lipin, Brian Coleman, and Jeremy Mark

"Measuring Marketing Success," by David Maister

"Service Positioning through Structural Change," by G. Lynn Shostack,

"Loyalty-Based Management," by Frederick F. Reichheld

Cases

Boston Center for Adult Education

Federal Express: Business Logistics Services

BT: Telephone Account Management

Marriott's Rancho Las Palmas Resort

PART III: TOOLS FOR SERVICE MARKETERS

Chapter 7: Creating and Delivering Services

Chapter 8: Adding Value to Core Products with Supplementary Services Chapter 9: Understanding Costs and Developing Pricing Strategies)

Chapter 10: Communicating and Promoting Services

"The Power of Branding" by Torin Douglas

"Making Money on the Web" by Kate Maddox, Mitch Wagner, and Clinton Wilder

"Advertising Strategies for Service Firms," Donna Legg and Julie Baker

"Why Cross Selling Hasn't Worked" by David Maister,

"Database Marketing: A Potent New Tool for Selling" by Jonathan Berry, John Verity,

Kathleen Kerwin, and Gail DeGeorge

Cases

Fare Combat

Crosse & Whitewall

Menton Bank

PART IV: CHALLENGES FOR SENIOR MANAGEMENT

Chapter 11: Enhancing Value by Improving Service Quality and Productivity

Chapter 12: Developing and Managing the Customer Service Function

Chapter 13: Organizing and Implementing the Marketing Effort

Chapter 14: Globalizing Services Marketing

"Service Quality from the Customers' Perspective," by Susan J. Devlin and H.K. Dong "The Horizontal Corporation: It's About Managing Across, Not Up and Down" "Putting the Service Profit Chain to Work," by James L. Heskett et al.

"McDonald's Conquers the World," by Andrew E. Serwer

Cases

Shouldice Hospital Limited

Peters & Champlain

Air BP: Aviation Service Centers

INDEX

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