Publisher's Synopsis
For undergraduate courses in Service Marketing and Management. This book presents an integrated approach to the study of services that places marketing issues within a broader general management context and shows how service organizations differ in many important respects from manufacturing businesses. The text includes a strong managerial orientation and strategic focus, uses an organizing framework, has extensive research citations, links theory to practice, and includes 9 cases. *NEW- Concept of integrated service management. Employs the new 8Ps framework for managing service businesses. - Develops explicit links between marketing, operations, and human resources. *NEW- Added chapter on technology in services. - Integrates technology issues discussed throughout the text and presents them from a strategic perspective. *NEW- Added chapter on service leadership- Looks at marketing's role in the service firm, and the need to integrate marketing strategies with those in operations and human resources functions. *NEW- Enhanced treatment of service pricing.;- Captures student interest with discussions of activity-based costing, yield management, and the introduction of new types of service fees. *Nine relatively short, modern cases. Of varying levels of difficulty. - Enables students to apply what they have learned to real-world settings and fully understand the complexities of service management including the interactions between marketing, operations, and human resources.
