Services marketing : A European Perspective [printed text] / Christopher H. Lovelock, Author ; Sandra Vandermerwe, Author ; Barbara Lewis, Author  . -  3rd Edition European . - Harlow : Financial Times Prentice Hall : Harlow, Essex : Pearson Education, 1999 . - xiv, 718p. : ill ; Paperback.
ISBN : 978-0-13-095991-1

Class number:	658.802
Abstract:	Offering a truly European approach, this readable and accessible text links conceptual frameworks and research findings to real-world marketing issues as they relate both consumer and business-to-business services. Recognizing that not all services are alike, the authors stress the importance of understanding the characteristics of different types of service organization and then tailoring marketing goals and strategies accordingly.
Contents note:	Preface; About the authors and contributors; Part 1: Understanding Services Chapter 1. Distinctive aspects of service management; Chapter 2. Customer involvement in service processes; Chapter 3. Managing service encounters; readings; Cases: Publicis Technology: advertising in cyberspace; Sullivan's Motor World; Euro Disney: an American in Paris; Part II: Understanding customers and managing relationships; Chapter 4. Customer behaviour in service settings; Chapter 5. Positioning a service in the marketplace; Chapter 6. Targeting customers, managing relationships and building loylaty; Chapter 7. Complaint handling and service recovery; Readings; Cases: Four customers in search of solution; Mr Mahaleel goes to London; Singapore Airlines; Citibank Greece: the Tao of consumer banking; BT: Telephone account management; Part III: Strategic issues in service marketing Chapter 8. Creating services and adding values; Chapter 9. Designing service delivery sysems; Chapter 10. Pricing services; Chapter 11: Comunication to customers: education and promotion: Readings; Cases : Mention Bank; Cross & Whitehall: cross-selling professional services; SKF Bearings services: market orientation through services; Royal Automobile Club: repositioning a service brand; Hewlett-Packard: distributing services through multi-channels; Lausanne Tourist Office and Convention Bureau; Part IV: Integrating marketing with other management functions; Chapter b12. Enhacing value by improving quality and productivity; Chapter 13. Balancing demand and capacity; Chapter 14. Managing customer contact personnel; Chapter 15. orgainizing for service leadership; Chapter 16. Developing strategies for trans-national operations; Readings; Cases; Red Lobster; Peters& Champlain; The Russian Foundation for Social And Health Assistance: society as customer; First Direct: branchless banking; Federal Express: quality improvement programme; Index;