Overview

Services Marketing, second edition, helps readers develop a practical understanding of services marketing through a problem-based, hands-on learning approach. It includes industry examples that highlight services marketing in action, and contemporary case studies that encourage reflection and the application of theory to real-life situations. With a focus on current theory and practice, this text explores marketing opportunities that arise from service-based economies and shows readers the need for services marketing in creating customer value.NEW TO THIS EDITIONFocused on the application of theory to practice, with an emphasis on the impact of electronic devices on services marketing in a post-GFC worldNew and updated chapters on: Developing Service Products (Ch.5)The Service Delivery Process and Self-service Technology (Ch.6)Complaint Handling and Service Recovery (Ch.12)Updated to include relevant case studies and examples, including: Emerging customer segmentation in bankingAustralian tourism and its economic impactCentrelink debt recovery program (Robo Debts)Cyber security in the digital economyInnovation in education services (Coursera)Digital service in smart-home systems (Google Home).KEY FEATURESIntroductory vignettes introduce key concepts and learning objectives provide a roadmap for learning‘Services in Action’ boxes provide industry examples and insights reinforce the concepts covered in each chapter, and equip readers with the skills and knowledge they need to deal with the realities of the professionRevision questions draw out the key concepts from each chapter, allowing readers to test and consolidate their understanding of key topicsCase studies with domestic and global examples help apply theories to real-life business situations, and provide focused learning with questions prompting readers to probe deeper into the implications for services marketingFurther reading lists and weblinks provide additional sources for study.

Full Product Details

Author:   William Chitty (, Murdoch University) ,  Steven D'Alessandro (Professor, Professor, Charles Sturt University) ,  David Gray (Adjunct Associate Professor, Adjunct Associate Professor, Charles Sturt University) ,  Andrew Hughes (Senior Lecturer, Senior Lecturer, Australian National University)
Publisher:   Oxford University Press Australia
Imprint:   OUP Australia and New Zealand
Edition:   2nd Revised edition
Dimensions:   Width: 20.30cm , Height: 2.00cm , Length: 24.80cm
Weight:   1.004kg
ISBN:  

9780190303167

ISBN 10:   0190303166
Pages:   496
Publication Date:   22 May 2019
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

PART 1: SERVICE ORGANISATIONS AND THEIR CUSTOMERS1. An Overview of Services Marketing2. Market Segmentation and Service Positioning3. Customer Decision-making4. The Service EncounterPART 1: CASE STUDIESA. Nomads: A New Banking Customer SegmentB. Tourism adds $120 Billion to the Australian EconomyPART 2: MARKETING STRATEGIES FOR SERVICES5. Developing Service Products6. The Service Delivery Process and Self-service Technology7. Pricing Service Products8. Managing Productive Capacity and Customer Demand9. Marketing Communications for ServicePART 2: CASE STUDIESC. Take a BreakD. Trick or Treat: Cyber Security in AustraliaPART 3: DELIVERING SERVICE VALUE10. The Service Experience11. Customer Satisfaction and Service Quality12. Complaint Handling and Service Recovery13. Customer Relationship ManagementPART 3: CASE STUDIESE. Google Home: the Smart-home ServiceF. Unruly Passengers

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Author Information

William Chitty is a former Lecturer in Marketing at the Murdoch Business School, Murdoch University. Steven D'Alessandro is a Professor in Marketing at Charles Sturt University. David Gray is an Adjunct Associate Professor at Charles Sturt University. Andrew Hughes is a Senior Lecturer in marketing at the School of Management, Marketing and International Business at the Australian National University.

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