Business Communication - McGraw-Hill Books

NEWServices MarketingSERVICES MARKETING2nd EditionBy Rajendra Nargundkar2006 (May 2006) / 450 pagesISBN-13: 978-0-07-061631-8 / MHID: 0-07-061631-0Tata McGraw-Hill TitleNEW TO THIS EDITION• Services Marketing is a popular elective in the MBA (Marketing)stream. The book would cater to the needs of these MBA students. Anuseful reference for managers.FEATURES• Individual chapters on the 7 Ps• 35 cases (15 new) from the services businesses, almost all fromIndian businesses• Tools and methodologies in Services Marketing like customer satisfactionmeasurement, use of the SERVQUAL scale, service performancemetricsIntegrated services marketing strategies for leaders, challengers,followers and niche marketersRevision highlightsMarketingfers part openers that sequentially build the model gap by gap.Each part of the book includes multiple chapters with strategiesfor understanding and closing the critical gaps. Customerbehavior, expectations, and perceptions are discussed early inthe text to form the basis for understanding services marketingstrategy and the managerial content, in the rest of the text, isframed by the GAPS model. Additionally, the authors continueto refine conceptual frameworks for developing effective servicesmarketing strategy and have incorporated more coverageof the use of technology and business-to-business applicationsin this edition.CONTENTSPART ONE: FOUNDATIONS FOR SERVICES MARKETING Chapter1. Introduction to Services Chapter 2. Conceptual Framework for theBook: The Gaps Model of Service Quality PART TWO: FOCUS ONTHE CUSTOMER Chapter 3. Consumer Behavior in Services Chapter4. Customer Expectations in Services Chapter 5. Customer Perceptionsin Services PART THREE: UNDERSTANDING CUSTOMER REQUIRE-MENTS Chapter 6. Listening to Customers through Research Chapter7. Building Customer Relationships Chapter 8. Service Recovery PARTFOUR: ALIGNING STRATEGY, SERVICE DESIGN, AND STANDARDSChapter 9. Service Development and Design Chapter 10. Customer-Defined Service Standards Chapter 11. Physical Evidence and theServicescape PART FIVE: DELIVERING AND PERFORMING SERVICEChapter 12. Employees’ Roles in Service Delivery Chapter 13. Customers’Roles in Service Delivery Chapter 14. Delivering Service throughIntermediaries and Electronic Channels Chapter 15. Managing Demandand Capacity PART SIX: MANAGING SERVICE PROMISES Chapter 16.Integrated Services Marketing Communications Chapter 17. Pricingof Services PART SEVEN: OUTCOMES OF SERVICE INVESTMENTSChapter 18. The Financial and Economic Effect of Services CASES• 15 new case studies added• Chapter on CRM expanded in light of recent research and practicesin India• Section on Service Quality and the SERVUAL model has been totallyrewritten• New section on Differentiation in Retailing• News section on Unbundling of Advertising Creative and MediaServicesCONTENTS1. Prelude to the 7 ‘P’s 2. Product--the First P 3. Place--the Second P 4.Promotion--the Third P 5. Price--the Fourth P 6. People--the Fifth P 7.Physical Evidence--the Sixth P 8. Process--the Seventh P 9. IntegratedService Strategy for Market Leaders, Challengers, Followers and NicheMarketers 10. Going Global 11. Retailing in India and Around theWorld 12. CRMInternational EditionSERVICES MARKETING4th EditionBy Valerie Zeithaml, Partners for Service Excellence and Mary JoBitner, Arizona State University—Tempe and Dwayne D. Gremler,Bowling Green State University—Bowling Green2006 / 736 pagesISBN-13: 978-0-07-296194-2 / MHID: 0-07-296194-5ISBN-13: 978-0-07-124496-1 / MHID: 0-07-124496-4 [IE]Website: http://www.mhhe.com/zeithaml06Services Marketing, 4/e, by Zeithaml and Bitner provides acomprehensive review and analysis of services marketing issues,practice, and strategy. Utilizing the GAPS Model of ServiceQuality as an organizing framework the structure of the text of-PRINCIPLES OF SERVICES MARKETING4th EditionBy Adrian Palmer, Gloucestershire Business School-Cheltenham2005 / 448 pagesISBN-13: 978-0-07-710794-9 / MHID: 0-07-710794-2McGraw-Hill UK TitleWebsite: www.mcgraw-hill.co.uk/textbooks/palmerWith a rigorous and comprehensive approach, Services Marketing4/e provides readers with the ideal introduction to this keymarketing topic. This new edition includes the most up-to-dateexamples and most relevant theory, and is structured to coverthe content that is most essential to those taking services marketingcourses on Undergraduate levels 3 and 4, and on MBAand MA Marketing degrees.CONTENTSOne - What Is Services Marketing? Two - The Service Offer Three- The Service Encounter Four - Services Buying Processes Five - RelationshipMarketing And Customer Loyalty Six - Managing KnowledgeSeven - Service Positioning And Targeting Eight - Service Quality Nine- Making Services Accessible To Consumers Ten - The Pricing OfServices Eleven - Promoting Services Twelve – The Marketing ImpactsOf Services Employees Thirteen - Managing Capacity Fourteen - InternationalMarketing Of Services Fifteen - Full length case study: CircularDistributors Marketing Services189HED 2007 Marketing.indd 18910/5/2006 1:42:55 PM