Product Description
This new edition covers key topics in services marketing combined with a variety of articles selected from marketing, organisational behaviour, operations management, and strategy literature. Features: * Thorough coverage of the key topics in services marketing is combined with both current and classic readings in the field. * An excellent variety of articles selected from marketing, organizational behavior, operations management, and strategy literature is provided. The marketing implications of all topics are emphasized in the textual material. * A detailed Instructor's Manual provides advice and tools for teaching this emerging course, including suggested course outlines, article summaries, suggested cases in services marketing with case notes, and transparency masters. * Short "Services in Action" boxed features integrate three to four real-world service examples in every chapter. New to this edition: * 70% of new articles are from general business publications versus journal articles. * Contains a greater proportion of management articles. * Structure is completely new, with Chapters 2-4 covering "Basic Building Blocks". * Coverage of Service Quality has been dramatically increased to cover measurement issues and continuous improvement. * New sections emphasize contemporary ethical and international issues in services marketing. * New chapters on Service Failures and Recovery, and Customer Retention and Relationship Marketing. * Chapter 1 is completely rewritten and expanded to provide a strong foundation for discussion of all aspects of service marketing.
About the Author
John E.G. Bateson is a Group Chief Executive Office of SHL Group plc, and was previously with the Gemini Group as a Senior Vie-President and Practice Leader in Gemini Consulting. He was Associate Professor of Marketing at the London Business School, England, and a visiting associate professor at the Stanford Business School. Prior to teaching, he was a brand manager with Lever Brothers and marketing manager with Philips.
Dr. Bateson holds an undergraduate degree from Imperial College, London, a master's degree from London Business School, and a Ph. D. in marketing from the Harvard Business School. He has published extensively in the services marketing literature, including the Journal of Marketing Research, Journal of Retailing, Marketing Science, and Journal of Consumer Research. He is also the author of Managing Services marketing: Text and Readings (Dryden) and Marketing Public Transit: A Strategic Approach (Praeger).
Dr. Bateson was actively involved with the formation of the services division of the American Marketing Association. He served on the Services Council for four years and has chaired sessions of the AMA Services Marketing Conference. He also serves on the steering committee of the Marketing Science Institute. Dr. Bateson consults extensively in the services sector. --This text refers to an alternate Hardcover edition.
Dr. Bateson holds an undergraduate degree from Imperial College, London, a master's degree from London Business School, and a Ph. D. in marketing from the Harvard Business School. He has published extensively in the services marketing literature, including the Journal of Marketing Research, Journal of Retailing, Marketing Science, and Journal of Consumer Research. He is also the author of Managing Services marketing: Text and Readings (Dryden) and Marketing Public Transit: A Strategic Approach (Praeger).
Dr. Bateson was actively involved with the formation of the services division of the American Marketing Association. He served on the Services Council for four years and has chaired sessions of the AMA Services Marketing Conference. He also serves on the steering committee of the Marketing Science Institute. Dr. Bateson consults extensively in the services sector. --This text refers to an alternate Hardcover edition.
