Principles of Service Marketing and Management or The Advice Business

Principles of Service Marketing and Management

Author: Christopher H Lovelock

Principles of Service Marketing and Management, Second Edition, is designed to complement the materials found in traditional marketing principles texts. It avoids sweeping and often misleading generalizations about services, recognizing explicitly that the differences between specific categories of services (based on the nature of the underlying service process) may be as important to student understanding as the broader differences between goods marketing and services marketing.

Table of Contents:

	Preface	xvi
	Acknowledgments	xviii
Part 1	Understanding Services	2
Chapter 1	Why Study Services?	4
	Services in the Modern Economy	6
	Marketing Services Versus Physical Goods	9
	An Integrated Approach to Service Management	13
	The Evolving Environment of Services	15
	A Structure for Making Service Management Decisions	22
Chapter 2	Understanding Service Processes	26
	How do Services Differ from One Another?	28
	Service as a Process	32
	Different Processes Pose Distinctive Management Challenges	38
Part 2	The Service Customer	48
Chapter 3	Managing Service Encounters	50
	Where Does the Customer Fit in the Service Operation?	52
	Managing Service Encounters	55
	Service as a System	60
	The Customer as Corproducer	69
Chapter 4	Customer Behavior in Service Environments	74
	Focusing on the Right Customers	76
	Understanding Customer Needs and Expectations	78
	How Customers Evaluate Service Performances	83
	The Purchase Process for Services	88
	Mapping the Customer's Service Experience	91
Chapter 5	Relationship Marketing and Customer Loyalty	96
	Targeting the Right Customers	98
	From Transactions to Relationships	99
	Creating and Maintaining Valued Relationships	103
	The Problem of Customer Misbehavior	110
Chapter 6	Complaint Handling and Service Recovery	118
	Consumer Complaining Behavior	120
	Impact of Service Recovery Efforts on Customer Loyalty	127
	Service Guarantees	130
Part 3	Service Marketing Strategy	138
Chapter 7	The Service Product	140
	The Service Offering	142
	Identifying and Classifying Supplementary Services	143
	Service Design	153
	Reengineering Service Processes	162
Chapter 8	Pricing Strategies for Services	166
	Paying for Service: the Customer's Perspective	168
	Foundations of Pricing Strategy	175
	Pricing and Demand	179
	Putting Pricing Strategies into Practice	182
Chapter 9	Promotion and Education	190
	The Role of Marketing Communication	192
	Communication Strategies for Services	193
	The Marketing Communications Mix	199
	Marketing Communications and the Internet	207
Chapter 10	Service Positioning and Design	214
	The Need for Focus	216
	Creating A Distinctive Service Strategy	217
	Service Positioning	219
	Perceptual Maps as Positioning Tools	221
	Creating and Promoting Competitive Advantage	227
	New Service Development	230
Part 4	Service Delivery Issues	238
Chapter 11	Creating Delivery Systems in Place, Cyberspace, and Time	240
	Evaluating Alternative Delivery Channels	242
	Options for Service Delivery	244
	Physical Evidence and the Servicescape	247
	Place, Cyberspace, and Time Decisions	251
	The Role of Intermediaries	258
Chapter 12	Creating Value Through Productivity and Quality	262
	Minding the Service Ps and Qs	264
	Understanding Service Quality	265
	Customer Satisfaction	272
	Productivity Issues for Service Firms	279
Chapter 13	Balancing Demand and Capacity	286
	The Ups and Downs of Demand	288
	Measuring and Managing Capacity	289
	Understanding the Patterns and Determinants of Demand	292
	Strategies for Managing Demand	296
Chapter 14	Managing Customer Waiting Lines and Reservations	302
	Waiting to Get Processed	304
	Minimizing the Perceived Length of the Wait	308
	Calculating Wait Times	311
	Reservations	314
Appendix	Poisson Distribution Table	319
Part 5	Integrating Marketing, Operations, and Human Resources	320
Chapter 15	Employee Roles in Service Organizations	322
	Human Resources: An Asset Worth Managing	324
	Human Resource Issues in High-Contact Environments	324
	Job Design and Recruitment	327
	Empowerment of Employees	331
	Service Jobs as Relationships	333
	Human Resources Management in a Multicultural Context	340
Chapter 16	The Impact of Technology on Services	344
	Technology in Service Environments	346
	It and the Augmented Service Product	350
	The Digital Revolution	354
	Service Strategy and the Internet	358
	Guidelines for Effective use of Technology	363
Chapter 17	Organizing for Service Leadership	368
	The Search for Synergy in Service Management	370
	Creating a Leading Service Organization	376
	In Search of Leadership	380
	Cases	392
	Glossary	423
	Credits	429
	Index	431

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The Advice Business: Essential Tools and Models for Management Consulting

Author: Charles J Fombrun

The dramatic growth of the consulting industry in the last 20 years can, in part, be traced to rapid changes in technology that have provoked dramatic changes in the ways companies compete. Consultants provide companies facing such rapidly changing environments with an important means of developing, acquiring, and processing much-needed know-how. Increasingly, consultants have proved to be a vital strategic weapon that companies rely on to improve their competitiveness in a world characterized by technological convergences, strategic consolidations, and growing interdependence. The Advice Business introduces readers to the art, the practice, and the problems that consultants face. The book sheds light on the complex roles that consultants and consulting firms play in enhancing the effectiveness of their clients. Contributions of both academics and practitioners to this emerging field include original case descriptions based on real consulting assignments, and career advice. For consultants in varying areas of expertise, and for the clients and potential clients in need of their services.