WHAT’S NEW IN SERVICES MARKETING 4/E? Responding to continuing rapid changes in technology and the environment of the service sector, as well as to new research findings, the content of the fourth edition represents a major revision. Key changes from the third edition include: · Four new chapters, plus substantial revisions to each of the others (see below) · Seven new readings · Five new cases and updates or revisions to three existing cases · More substantive coverage of consumer behavior, people management issues, business-to-business services, and Internet-based services. · Improved approaches to pedagogy, designed to stimulate reader interest and enhance learning. New Chapter Content in the Fourth Edition Changes and enhancements to the chapters include the following: · A substantial revision and updating of all text materials, including addition of numerous references from the period 1997-2000. · Use of the new 8Ps framework of integrated service management, which adds Productivity and Quality as linked concepts and modifies several of the elements of the traditional 7Ps framework (for instance, describing service delivery systems in terms of “Place, Cyberspace, and Time” instead of the outdated “Place” terminology). · Addition of 4 new chapters, with each focusing on a critical topic in services marketing that is also linked to other areas throughout the text: q Customer Behavior in Service Settings (Chapter 4) q Creating Delivery Systems in Place, Cyberspace, and Time (Chapter 11) q Managing Customer Waiting Lines and Reservations (Chapter 14) q Technology and Service Strategy (Chapter 18) · A significant rewrite of material relating to human resource management (see Chapter 15, “Managing People in Service Organizations”) · A major rewrite of material on strategy and organization (see Chapter 16, “Organizing for Service Leadership.” · A substantial revision of Chapter 17, “International and Global Strategies in Service Management.” Important concepts are clarified with interesting, accessible examples from the US, Canada, and around the world. · Deeper analysis of customer-oriented issues relating to demand and capacity management. · A restructured and re-sequenced discussion of positioning, service product strategies, new service development, and service delivery. · More coverage of business-to-business services · Enhanced treatment of service pricing, designed to capture student interest and including such topics as activity-based costing, yield management, and introduction of new types of service fees. · A new treatment of marketing communication, describing its role in educating service customers in addition to promoting sales. · Coverage of technology issues and Internet/Web applications throughout the book, supplemented by a reading, case material, and in-depth treatment in Chapter 18 of how technological change impacts services. · Discussion of ethical issues facing service managers, raised as appropriate in specific and relevant contexts. · Three types of boxed inserts enliven the chapters: q Management Memo (suggestions for good practice) q Research Insights (summaries of interesting published research) q Service Perspectives (in-depth examples that illustrate key concepts) · Cross-referenced integration between chapters to tighten the linkages between them and also facilitate their use in alternative sequences. · Specific referrals within the chapter text to relevant readings and cases. New Readings and Cases Complementing the chapters is a selection of readings and cases. These materials offer instructors an opportunity to expose students to the ideas, insights, and research findings of leading academic thinkers and to stimulate classroom discussion of real-world service issues. Specifically, the fourth edition features: Ten excellent readings of which three are carried over from the third edition. The seven new readings, copyrighted between 1997 and 2001, are drawn from Harvard Business Review, International Journal of Service Industry Management, Journal of Service Research, and Sloan Management Review, they also include three new articles specially commissioned for this book from leading academic experts. Ten challenging and exciting cases from a cross section of service industries, including business-to-business and professional services as well as consumer services. Five of these cases are new, one revised, and two updated; only two have been retained unchanged from the third edition. Five of the cases bear 2000 or 2001 copyright dates. This page maintained by Tim Lovelock webmaster@lovelock.com Last Updated 2002-01-06 keywords: christopher lovelock, harvard business school, executive development, management seminars, marketing cases, product plus, consulting, public and nonprofit marketing, Mercadotecnia de Servicios, marketing des services, competing through services