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Services marketing : people, technology, strategy / Christopher Lovelock, Jochen Wirtz

Main Author Lovelock, Christopher H. Coauthor Wirtz, Jochen Country Estados Unidos. Edition 6th ed Publication Upper Saddle River, NJ : Pearson - Prentice Hall, cop. 2007 Description XX, 648 p. : il. ; 29 cm ISBN 0-13-187552-3 CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds Course reserves
Monografia Biblioteca Geral da Universidade do Minho
BGUM 658.8 - L Available 373181

Licenciatura em Marketing Marketing de Serviços e Relacional 2º semestre

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Enhanced descriptions from Syndetics:

This comprehensive text provides a managerial overview of services by combining conceptual rigor with practical applications.

Table of contents provided by Syndetics

  • About the Contributors of the Readings and Cases (p. vii)
  • Preface (p. xv)
  • Part I Understanding Service Markets, Products, and Customers (p. 2)
  • Chapter 1 New Perspectives on Marketing in the Service Economy (p. 4)
  • Why Study Services? (p. 6)
  • What Are Services? (p. 12)
  • Services Pose Distinctive Marketing Challenges (p. 16)
  • Services Require an Expanded Marketing Mix (p. 22)
  • Chapter 2 Customer Behavior in Service Encounters (p. 32)
  • Differences Among Services Affect Customer Behavior (p. 33)
  • Customer Decision Making: The Three-Stage Model of Service Consumption (p. 38)
  • The Prepurchase Stage (p. 40)
  • The Service Encounter Stage (p. 49)
  • The Post-encounter Stage (p. 58)
  • Reading
  • "In a Dizzying World, One Way to Keep Up: Renting Possessions" (p. 64)
  • Part II Building the Service Model (p. 66)
  • Chapter 3 Developing Service Concepts: Core and Supplementary Elements (p. 68)
  • Planning and Creating Services (p. 69)
  • The Flower of Service (p. 77)
  • Planning and Branding Service Products (p. 86)
  • Development of New Services (p. 89)
  • Chapter 4 Distributing Services Through Physical and Electronic Channels (p. 98)
  • Distribution in a Services Context (p. 99)
  • Determining the Type of Contact: Options for Service Delivery (p. 100)
  • Place and Time Decisions (p. 103)
  • Delivering Services in Cyberspace (p. 107)
  • The Role of Intermediaries (p. 110)
  • The Challenge of Distribution in Large Domestic Markets (p. 112)
  • Distributing Services Internationally (p. 114)
  • Chapter 5 Exploring Business Models: Pricing and Revenue Management (p. 124)
  • Effective Pricing Is Central to Financial Success (p. 125)
  • Pricing Strategy Stands on Three Legs (p. 127)
  • Revenue Management: What It Is and How It Works (p. 136)
  • Ethical Concerns in Service Pricing (p. 142)
  • Putting Service Pricing into Practice (p. 146)
  • Chapter 6 Educating Customers and Promoting the Value Proposition (p. 154)
  • The Role of Marketing Communication (p. 155)
  • Communicating Services Presents both Challenges and Opportunities (p. 156)
  • Setting Communication Objectives (p. 163)
  • The Marketing Communications Mix (p. 164)
  • The Role of Corporate Design (p. 175)
  • Marketing Communications and the Internet (p. 176)
  • Chapter 7 Positioning Services in Competitive Markets (p. 184)
  • Focus Underlies the Search for Competitive Advantage (p. 185)
  • Market Segmentation Forms the Basis for Focused Strategies (p. 187)
  • Service Attributes and Levels (p. 188)
  • Positioning Distinguishes a Brand from Its Competitors (p. 191)
  • Internal, Market, and Competitor Analyses (p. 196)
  • Using Positioning Maps to Plot Competitive Strategy (p. 199)
  • Changing Competitive Positioning (p. 204)
  • Readings
  • "The Health Travellers" (p. 207)
  • "The Strategic Levers of Yield Management" (p. 211)
  • "Fees! Fees! Fees!" (p. 220)
  • "Best Practice: Defensive Marketing: How a Strong Incumbent Can Protect Its Position" (p. 225)
  • Part III Managing the Customer Interface (p. 230)
  • Chapter 8 Designing and Managing Service Processes (p. 232)
  • Blueprinting Services to Create Valued Experiences and Productive Operations (p. 233)
  • Service Process Redesign (p. 242)
  • The Customer as Co-producer (p. 245)
  • Dysfunctional Customer Behavior Disrupts Service Processes (p. 250)
  • Chapter 9 Balancing Demand and Productive Capacity (p. 260)
  • Fluctuations in Demand Threaten Service Productivity (p. 261)
  • Many Service Organizations Are Capacity-Constrained (p. 262)
  • Patterns and Determinants of Demand (p. 266)
  • Demand Levels Can Be Managed (p. 268)
  • Inventory Demand Through Waiting Lines and Reservations (p. 273)
  • Minimize Perceptions of Waiting Time (p. 279)
  • Create an Effective Reservations System (p. 281)
  • Chapter 10 Crafting the Service Environment (p. 288)
  • What Is the Purpose of Service Environments? (p. 289)
  • Understanding Consumer Responses to Service Environments (p. 291)
  • Dimensions of the Service Environment (p. 295)
  • Putting It All Together (p. 304)
  • Chapter 11 Managing People for Service Advantage (p. 310)
  • Service Employees Are Crucially Important (p. 311)
  • Front-Line Work Is Difficult and Stressful (p. 313)
  • Cycles of Failure, Mediocrity and Success (p. 316)
  • Human Resources Management-How to Get It Right (p. 321)
  • Service Leadership and Culture (p. 335)
  • Readings
  • "Kung-Fu Service Development at Singapore Airlines" (p. 342)
  • "Getting More from Call Centers: Used Properly, They Can Be Strategic Assets" (p. 346)
  • "How to Lead the Customer Experience" (p. 352)
  • Part IV Implementing Profitable Service Strategies (p. 356)
  • Chapter 12 Managing Relationships and Building Loyalty (p. 358)
  • The Search for Customer Loyalty (p. 359)
  • Understanding the Customer-Firm Relationship (p. 363)
  • The Wheel of Loyalty (p. 365)
  • Building a Foundation for Loyalty (p. 366)
  • Creating Loyalty Bonds (p. 373)
  • Strategies for Reducing Customer Defections (p. 379)
  • CRM: Customer Relationship Management (p. 381)
  • Chapter 13 Achieving Service Recovery and Obtaining Customer Feedback (p. 390)
  • Customer Complaining Behavior (p. 391)
  • Customer Responses to Effective Service Recovery (p. 394)
  • Principles of Effective Service Recovery Systems (p. 397)
  • Service Guarantees (p. 400)
  • Discouraging Abuse and Opportunistic Behavior (p. 405)
  • Learning from Customer Feedback (p. 406)
  • Chapter 14 Improving Service Quality and Productivity (p. 416)
  • Integrating Service Quality and Productivity Strategies (p. 417)
  • What Is Service Quality? (p. 418)
  • The Gaps Model-A Conceptual Tool to Identify and Correct Service Quality Problems (p. 424)
  • Measuring and Improving Service Quality (p. 425)
  • Defining and Measuring Productivity (p. 433)
  • Improving Service Productivity (p. 435)
  • Appendix (p. 442)
  • Chapter 15 Organizing for Change Management and Service Leadership (p. 446)
  • Effective Marketing Lies at the Heart of Value Creation (p. 447)
  • Integrating Marketing, Operations, and Human Resources (p. 450)
  • Creating a Leading Service Organization (p. 452)
  • In Search of Human Leadership (p. 456)
  • Change Management (p. 462)
  • Readings
  • "Why Service Stinks" (p. 471)
  • "Creating New Markets Through Service Innovation" (p. 478)
  • "The One Number You Need to Grow" (p. 485)
  • Cases
  • 1 Susan Munro, Service Consumer (p. 492)
  • 2 Four Customers in Search of Solutions (p. 494)
  • 3 Dr. Beckett's Dental Office (p. 495)
  • 4 Starbucks: Delivering Customer Service (p. 498)
  • 5 Giordano: Positioning for International Expansion (p. 511)
  • 6 Aussie Pooch Mobile (p. 520)
  • 7 Jollibee Foods Corporation (p. 532)
  • 8 The Accra Beach Hotel (p. 540)
  • 9 Sullivan Ford Auto World (p. 545)
  • 10 CompuMentor and the DiscounTech.org Service (p. 550)
  • 11 Dr. Mahalee Goes to London (p. 567)
  • 12 Menton Bank (p. 569)
  • 13 Red Lobster (p. 577)
  • 14 Hilton HHonors Worldwide: Loyalty Wars (p. 579)
  • 15 The Accellion Service Guarantee (p. 590)
  • 16 Shouldice Hospital Limited (Abridged) (p. 592)
  • 17 Massachusetts Audubon Society (p. 602)
  • 18 TLContact: CarePages Service (A) (p. 616)
  • Glossary (p. 626)
  • Credits (p. 633)
  • Name Index (p. 636)
  • Subject Index (p. 642)

Author notes provided by Syndetics

As a team, Christopher Lovelock and Jochen Wirtz provide a blend of skills and experience that''s ideally suited to writing an authoritative and engaging services marketing text. This book marks their second collaboration on an edition of Services Marketing. Since first meeting in 1992, they''ve worked together on a variety of projects, including cases, articles, conference papers, two Asian adaptations of earlier editions of Services Marketing, and Services Marketing in Asia: A Case Book. In 2005, both were actively involved in planning the American Marketing Association''s biennial Service Research Conference, hosted that year by the National University of Singapore and attended by participants from 22 countries on five continents.

Christopher Lovelock is one of the pioneers of services marketing. Based in Massachusetts, he consults and gives seminars and workshops for managers around the world, with a particular focus on strategic planning in services and managing the customer experience. Since 2001, he has been an adjunct professor at the Yale School of Management, where he teaches an MBA services marketing course.

After obtaining a BCom and an MA in economics from the University of Edinburgh, he worked in advertising with the London office of J. Walter Thompson Co. and then in corporate planning with Canadian Industries Ltd. in Montreal. Later, he obtained an MBA from Harvard and a PhD from Stanford, where he was also a postdoctoral fellow.

Professor Lovelock''s distinguished academic career has included 11 years on the faculty of the Harvard Business School and two years as a visiting professor at IMD in Switzerland. He has also held faculty appointments at Berkeley, Stanford, and the Sloan School at MIT, as well as visiting professorships at INSEAD in France and The University of Queensland in Australia.

Author or co-author of over 60 articles, more than 100 teaching cases, and 26 books, Dr Lovelock has seen his work translated into ten languages. He serves on the editorial review boards of the International Journal of Service Industry Management, Journal of Service Research, Service Industries Journal, Cornell Hotel and Restaurant Administration Quarterly , and Marketing Management, and is also an ad hoc reviewer for the Journal of Marketing.

Widely acknowledged as a thought leader in services, Christopher Lovelock has been honored by the American Marketing Association''s prestigious Award for Career Contributions in the Services Discipline. In 2005 his article with Evert Gummesson, "Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives" won the AMA''s Best Services Article Award and was a finalist for the IBM award for the best article in the Journal of Service Research . Earlier, he received a best article award from the Journal of Marketing . Recognized many times for excellence in case writing, he has twice won top honors in the BusinessWeek " European Case of the Year" Award.

Jochen Wirtz has worked in the field of services for more than 18 years, and holds a Ph.D. in services marketing from the London Business School. He is a tenured associate professor at the National University of Singapore, where he teaches services marketing in executive, MBA, and undergraduate programs and is co-director of the dual degree UCLA - NUS Executive MBA Program.

Professor Wirtz''s research focuses on service management topics, including customer satisfaction, service guarantees and revenue management. He has published over 60 academic articles, 80 conference papers, and some 50 book chapters, and is co-author of ten books, including his latest book Flying High in a Competitive Industry - Cost-effective Service Excellence at Singapore Airlines (McGraw Hill, 2006).

Professor Wirtz has received seven awards for outstanding teaching at the NUS Business School and in 2003 was honored by the prestigious, university-wide "Outstanding Educator Award" at the National University of Singapore. His six research awards include the Emerald Literati Club 2003 Award for Excellence for the year''s most outstanding article in the International Journal of Service Industry Management. He serveson the editorial review boards of seven academic journals, including the International Journal of Service Industry Management, Journal of Service Research, and Cornell Hotel and Restaurant Administration Quarterly , and is also an ad hoc reviewer for the Journal of Consumer Research and Journal of Marketing . Professor Wirtz chaired the American Marketing Association''s biennial Service Research Conference in 2005, and in 2006 he was the Chair for the Services Marketing Track at the Academy of Marketing Science Annual Conference.

Dr Wirtz has been an active management consultant, working with international consulting firms, including Accenture, Arthur D, Little, and KPMG, and major service firms in the areas of strategy, business development and customer feedback systems. Originally from Germany, Jochen Wirtz spent seven years in London before moving to Asia.

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