Services marketing : (Record no. 1426)

MARC details
000 -LEADER
fixed length control field 09726pam a2200181 a 4500
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 0023905638
022 ## - INTERNATIONAL STANDARD SERIAL NUMBER
ISSN 9780023905636
050 00 - CALL NUMBER
Classification number HD9980.5
Item number .P26
100 1# - AUTHOR
Personal name Palmer, Adrian.
245 10 - TITLE
Title Services marketing :
Remainder of title principles and practice /
Statement of responsibility, etc Adrian Palmer, Catherine Cole.
260 ## - PUBLICATION INFORMATION
Place of publication Englewood Cliffs, NJ :
Name of publisher Prentice Hall,
Year of publication c1995.
300 ## - DESCRIPTION
Number of Pages xxi, 389 p. :
Other physical details ill. ;
Dimensions 25 cm.
500 ## - NOTES
General note Includes bibliographical references and index
505 ## - FORMATTED CONTENTS NOTE
Table of Content What is Marketing? --<br/>The Emergence of Marketing Supremacy --<br/>Production Orientation --<br/>Sales Orientation --<br/>Marketing Orientation --<br/>Key Marketing Concepts --<br/>The Marketing Mix --<br/>The Marketing Environment --<br/>Distinctive Characteristics of Not-for-Profit Marketing --<br/>Toward Societal Marketing? --<br/>Further Refinements in Marketing Thought --<br/>Internal Marketing --<br/>Network Marketing --<br/>Relationship Marketing --<br/>What Are Services? --<br/>Distinguishing Features of a Service --<br/>Intangibility --<br/>Inseparability --<br/>Variability --<br/>Perishability --<br/>Ownership --<br/>Analysis of the Service Offer --<br/>Goods As "Self Services" --<br/>Classification of Services --<br/>Marketable vs. Unmarketable Services --<br/>Producer vs. Consumer Services --<br/>Status of the Service in the Product Offering --<br/>Tangible vs. Intangible Services --<br/>Extent of Customer Involvement --<br/>Degree of Variability --<br/>Pattern of Service Delivery --<br/>Pattern of Demand --<br/>People-Based vs. Equipment-Based Services --<br/>Significance of the Service to the Purchaser --<br/>Further Differences between Goods and Services Marketing --<br/>Differences Relating to Services Producers --<br/>Differences Relating to the Marketing Environment --<br/>The Emergence of the Service Economy --<br/>The Problem of Measuring Services Activity --<br/>Key Trends in the U.S. Economy --<br/>International Comparisons --<br/>The Service Sector As a Vehicle for Economic Growth --<br/>The Service Product --<br/>The Service Offer --<br/>Analysis of the Service Offer --<br/>The Core Service Level --<br/>The Secondary Service Level --<br/>Features --<br/>Styling --<br/>Packaging --<br/>Branding --<br/>Physical Evidence --<br/>Service Delivery --<br/>Process --<br/>People --<br/>Quality --<br/>Customer Perception of Service Attributes --<br/>Service Product Strategies --<br/>Developing the Product Mix --<br/>Product/Service Life Cycle Concept --<br/>Difficulties in Applying the Life Cycle Concept --<br/>New Service Development --<br/>What Is Meant by a "New Service"? --<br/>New Service Development Processes --<br/>Service Deletion --<br/>Managing the Service Encounter --<br/>The Service Encounter --<br/>Critical Incidents --<br/>Blueprinting --<br/>Role Playing --<br/>The Customer-Producer Boundary --<br/>The Role of Third-Party Producers in the Service Encounter --<br/>Service Recovery --<br/>The Role of Other Customers in the Service Encounter --<br/>Industrializing the Service Encounter --<br/>The Management of Customer Demand --<br/>Managing Irregular Demand --<br/>Managing Service Capacity --<br/>Managing the Pattern of Customer Demand --<br/>Waiting and Reservation Systems --<br/>Buyer Behavior and Relationships with Customers --<br/>Researching Buyer Behavior --<br/>Researching the Decision Making Unit (DMU) --<br/>Researching the Choice Set --<br/>Models of Buyer Behavior --<br/>Consumer and Organizational Buyer Behavior Compared --<br/>Developing Relationships with Customers --<br/>Strategies Used by Services Organizations to Develop Relationships with Customers --<br/>Service Quality --<br/>Defining Service Quality --<br/>Researching Service Quality --<br/>Regular Customer Surveys --<br/>Customer Panels --<br/>Transaction Analysis --<br/>Perception Surveys --<br/>Mystery Shoppers --<br/>Analysis of Complaints --<br/>Employee Research --<br/>Similar Industry Studies --<br/>Intermediary Research --<br/>Comprehensive Expectation and Perception Studies --<br/>Criticisms of SERVQUAL --<br/>Setting Quality Standards --<br/>Managing the Marketing Mix for Quality --<br/>Organizing and Implementing Service Quality --<br/>Total Quality Management --<br/>Quality Circles --<br/>Reducing Dependency on Human Resources --<br/>Marketing and Human Resource Management --<br/>The Importance of Personnel to the Service Offering --<br/>What is Meant by Human Resource Management? --<br/>Soft and Hard HRM Compared --<br/>HRM and Its Relationship to Marketing --<br/>Motivation, Consent, and Involvement --<br/>Motivation --<br/>Consent --<br/>Moral Involvement --<br/>The Flexible Firm --<br/>Managing the Employment Relationship --<br/>Recruitment --<br/>Selection --<br/>Training and Development --<br/>Career Development --<br/>Rewarding Staff --<br/>Monitoring and Controlling Staff --<br/>Industrial Relations --<br/>Collective Bargaining --<br/>Employee Relations --<br/>Strategies to Increase Employee Participation --<br/>Internal Marketing --<br/>Reducing Dependency on Human Resources --<br/>Making Services Accessible --<br/>Service Location Decisions --<br/>Flexibility in Production --<br/>Flexibility in Consumption --<br/>Service Location Models --<br/>Reducing Locational Dependency --<br/>The Role of Intermediaries in Distributing Services --<br/>"Push" and "Pull" Relationships with Intermediaries --<br/>Service Characteristics As an Influence on Channel Design --<br/>Developing a Strategy for Intermediaries --<br/>Direct Sale --<br/>Selection of Intermediaries --<br/>Service Agents --<br/>Retail Outlets --<br/>Service Wholesalers --<br/>Franchised Service Distribution --<br/>The Nature of a Franchise Agreement --<br/>Franchise Development --<br/>Franchising within the Not-for-Profit Sector --<br/>Accessibility through Co-production --<br/>Developments to Increase Accessibility --<br/>Making the Tangible Components of the Service Offer Available to Consumers --<br/>Physical Distribution Management --<br/>Pricing of Services --<br/>Organizational Influences on Pricing Decisions --<br/>Profit Maximization --<br/>Market Share Maximization --<br/>Survival --<br/>Social Objectives --<br/>Factors Influencing Pricing Decisions --<br/>"Cost Plus" Pricing --<br/>The Problem of Cost Allocation --<br/>Marginal Cost Pricing --<br/>Demand-Based Pricing --<br/>Competitor-Based Pricing --<br/>Distortions to Market-Led Pricing Decisions --<br/>Pricing in Noncompetitive Markets --<br/>Regulation as a Factor Influencing Pricing Decisions --<br/>Pricing Strategy --<br/>New Service Pricing Strategy --<br/>Price Skimming Strategy --<br/>Saturation Pricing Strategy --<br/>Evaluating Strategic Pricing Options --<br/>Price Leader or Follower? --<br/>Service Mix Pricing --<br/>Price Bundling --<br/>Tactical Pricing --<br/>Particular Problems in Pricing Not-for-Profit Services --<br/>Internal Market Pricing --<br/>Promoting Services --<br/>The Communication Process --<br/>To Whom Is the Message Addressed? --<br/>Audience Response --<br/>Communication Source --<br/>The Message --<br/>Noise --<br/>Psychological and Sociological Factors Influencing Message Reception --<br/>Developing the Promotional Mix --<br/>The Producer-Customer Interface of the Services Promotion Mix --<br/>The Promotional Role of Employees --<br/>The Promotional Role of Service Outlets --<br/>Advertising and the Media --<br/>Media Characteristics --<br/>Media Selection Criteria --<br/>Determining the Advertising Budget --<br/>Developing the Advertising Campaign --<br/>Sales Promotion --<br/>The Role of Sales Promotion --<br/>Sales Promotion Planning --<br/>Sales Promotion Tools --<br/>Personal Selling --<br/>The Salesperson's Activities --<br/>The Sales Presentation --<br/>Direct Marketing --<br/>Telemarketing --<br/>Direct Mail --<br/>Public Relations --<br/>The Publics of Public Relations --<br/>The Tools of Public Relations --<br/>Sponsorship --<br/>Managing Marketing Information --<br/>The Importance of Marketing Information --<br/>Marketing Information Systems --<br/>The Situation Analysis --<br/>Forward Planning with Marketing Research --<br/>Major Uses of Research in Services Marketing --<br/>Major Services Research Activities --<br/>Setting Services Research Objectives --<br/>The Marketing Research Industry and Its Processes --<br/>Sources of Information --<br/>Research Methods --<br/>Data Collection --<br/>Effects on Research Methods of Service Inseparability --<br/>Market Segmentation and Marketing Research --<br/>Information and Control Systems --<br/>Setting Targets --<br/>Measuring Performance --<br/>Using Information for Control --<br/>Marking it Happen: Managing Services Marketing --<br/>Strategic Marketing Planning --<br/>Strategic, Tactical, and Contingency Planning --<br/>Giving Direction to the Marketing Effort --<br/>Defining the Corporate Mission --<br/>Setting Objectives --<br/>Strategy Formulation --<br/>Strategies for Competitive Advantage --<br/>Growth Strategies --<br/>Portfolio Planning --<br/>Positioning Strategy --<br/>Repositioning --<br/>Marketing Management Frameworks --<br/>The Internal Organization of a Marketing Department --<br/>Functional Organization --<br/>Geographical Organization --<br/>Product Management Organization --<br/>Market Management Organization --<br/>Matrix Organization --<br/>The Relationship between Marketing and Other Organizational Functions --<br/>Improving Organizational Effectiveness for Marketing --<br/>Marketing Management within the Not-for-Profit Sector --<br/>International Marketing of Services --<br/>The Importance of International Trade in Services --<br/>Defining International Trade in Services --<br/>Reasons for Occurrence of International Trade in Services --<br/>Analyzing Opportunities for Overseas Development of Services --<br/>The Overseas Marketing Environment --<br/>The Political Environment --<br/>The Economic Environment --<br/>The Social and Cultural Environments --<br/>The Demographic Environment --<br/>The Technological Environment --<br/>Sources of Information on Overseas Markets --<br/>International Services Marketing Management --<br/>Refining the Marketing Mix for Overseas Markets --<br/>Product and Promotion Decisions --<br/>Pricing Decisions --<br/>Accessibility Decisions --<br/>People Decisions --<br/>Market Entry Strategies --<br/>Direct Investment in Overseas Subsidiary --<br/>Management Contracting --<br/>Licensing / Franchising --<br/>Joint Ventures.
650 #0 - SUBJECTS
Topical Term Service industries
General subdivision Marketing.
700 1# - OTHER AUTHORS
Personal name Cole, Catherine.
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Books
Holdings
Withdrawn status Lost status Collection code Home library Current library Shelving location Date acquired Full call number Accession Number Koha item type
    Reference Methodist University Library Main Methodist University Library Main General Stacks 12/01/2013 HD9980.5 .P26 36753 Books
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