PRESCRIBED TEXT FOR:
MKTG3117 AT THE UNIVERSITY OF SYDNEY, SEMESTER 1 2013
Known for its authoritative presentation and strong instructor support, Services Marketing 5e continues to deliver as Australia's leading Services Marketing text. Suitable for undergraduate and graduate-level courses in Services Marketing, the new edition presents cutting-edge Services Marketing concepts and techniques in an Australian and Asia-Pacific context.
The newly restructured strategic marketing framework provides instructors with maximum flexibility in teaching while guiding students into the competitive world of services marketing.
Updated case studies demonstrate the latest concepts in services marketing within an even broader range of service applications in Australia, New Zealand, Asia, the Pacific and the rest of the world.
New To This Edition
* New-Full colour design
* New-A collection of videos covering four popular Services Marketing Topics available to download.
* Most chapter openers which set the scene for each chapter with a concise and engaging example have been updated.
* Updated Mini-Cases and Questions- each chapter closes with a short case (¼ page) which encourages students to apply the concepts learned from the chapter.
* New- Research Insight boxes highlight cutting edge and current research developments.
* New - Managerial Insight boxes highlight examples of company strategies or issues.
* Updated End of chapter Review Questions and Application Questions.
* New Case Studies, including:
o Dr Beckett's dental surgery
o An Unhappy Passenger with Emirates Airline
o MK Restaurants - An Emerging Asian Brand
o Starbucks Failure in Australia
o Chiang Mai Night Safari
Features and Benefits
* The models and conceptual frameworks of services marketing are presented in a readable and student-friendly style.
* Where appropriate, chapters have been substantially rewritten and other chapters have been thoroughly reworked to reflect current practices in Australia, New Zealand, Asia and the Pacific region.
* A broad range of service industries are explored through the text, readings and cases including professional services such as engineering, accounting and legal services.
* Cases and readings have been collected from a wide range of Australian, New Zealand, Asian/Pacific and other international sources.
* New applications of technology in services marketing are covered, such as social media, search-engine optimisation and mobile apps. The opportunities and challenges for customers and service marketers are woven throughout the edition.
Each chapter contains:
* Learning Objectives
* Services Marketing Highlight which sets the scene for each chapter with a concise and engaging example.
* Examples- new examples throughout (from Australia, Asia, the Pacific and New Zealand) illustrate key points. Photographs and advertisements of selected services highlighting practical applications are included.
* A Conclusion for each chapter relates concepts to the learning objectives at the start of the chapter.
* Mini-Cases and Questions- each chapter closes with a short case (¼ page) which encourages students to apply the concepts learned from the chapter.
* Review Questions and Application Questions are included to reinforce key concepts and test comprehension.
* Case Studies have been completely updated, with nine new cases added. All cases are drawn from NZ, Australia, Asia and the Pacific regions. The cases have been contributed by leading academics and industry specialists.
* The Instructor's Manual contains:
- teaching outlines as well as suggested answers to end-of-chapter questions
- teaching notes for cases
- PowerPoint slides for each chapter highlighting key points and exhibits
Table of Contents
Part 1 - Understanding the nature of service products and markets
Chap 1: New perspectives on marketing in the service economy
Chap 2: Consumer behaviour, culture and service encounters
Part 2 - Building the service model and creating customer value
Chap 3: Positioning services in competitive markets
Chap 4: Developing service products: core and supplementary elements
Chap 5: Distributing services through physical and electronic channels
Chap 6: Pricing and revenue management
Chap 7: Balancing demand and productive capacity
Chap 8: Communicating and promoting the service value proposition
Chap 9: Managing the customer service function
Chap 10: Crafting the service environment
Part 3 - Challenges for senior management
Chap 11: Customer satisfaction and service quality
Chap 12: Managing relationships and building loyalty
Chap 13: Complaint handling and service recovery
Chap 14: Managing people for service advantage
About the Authors
Paul G. Patterson, PhD. is Professor and Head of the School of Marketing at the University of New South Wales, Sydney, Australia. He holds marketing, economics and management degrees from the University of Wollongong, the University of Technology-Sydney and the University of New South Wales. Prior to joining academia, he spent 20 years in industry and held management and marketing positions in the banking, telecommunications, marketing research and public sectors, and later with an international management consultancy firm. He has taught at the universities of Wollongong, Sydney (Graduate School of Management), University of Technology, Sydney (UTS), Michigan State University in the USA, and more recently Assumption University (ABAC) Graduate School, and Mahidol and Thammasat Universities in Thailand. He is Adjunct Professor at Thammasat University.
His research, teaching and consulting interests revolve around marketing issues in service industries. More specifically modeling customer satisfaction and service quality, relationship marketing, consumer loyalty and switching barriers in service contexts, complaining behaviour, and the internationalisation of service firms. His more recent research is cross-cultural in nature-in particular examining various models of consumer behaviour across East-West cultures. In conjunction with the UQ Business School and the George Washington University (USA), he is currently working on an Australian government funded project examining the causes and consequences of customer's extreme negative emotional responses to failed service encounters. The study is being conducted in Australia, USA, China and Thailand.
Professor Patterson's research has appeared in the Journal of Retailing, International Journal for Research in Marketing, Journal of International Business Studies, Journal of the Academy of Marketing Science, Journal of Service Research, Australasian Marketing Journal, Industrial Marketing Management, Advances in Services Marketing and Management, International Journal of Service Industry Management, European Journal of Marketing, Journal of Services Marketing, Journal of Business-to-Business Marketing, Psychology & Marketing, Asia-Pacific Journal of Management, Journal of Professional Services Marketing, Journal of International Marketing, Journal of Global Marketing and others. He is on the editorial boards of the European Journal of Marketing, Journal of Business Research, Journal of Marketing Education, and International Journal of Service Industry Management, as well as being a regular reviewer for the Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, and Journal of Service Research.
Christopher Lovelock is one of the pioneers of services marketing. Based in Massachusetts, he consults and gives seminars and workshops for managers around the world, with a particular focus on strategic planning in services and managing the customer experience. Since 2001, he has been an adjunct professor at the Yale School of Management, where he teaches an MBA services marketing course.
After obtaining a BCom and an MA in economics from the University of Edinburgh, he worked in advertising with the London office of J. Walter Thompson Co. and then in corporate planning with Canadian Industries Ltd. in Montreal.
Later, he obtained an MBA from Harvard and a PhD from Stanford, where he was also a postdoctoral fellow.
Professor Lovelock's distinguished academic career has included 11 years on the faculty of the Harvard Business School and two years as a visiting professor at IMD in Switzerland.
He has also held faculty appointments at Berkeley, Stanford, and the Sloan School at MIT, as well as visiting professorships at INSEAD in France and The University of Queensland in Australia.
Author or co-author of over 60 articles, more than 100 teaching cases, and 26 books, Dr Lovelock has seen his work translated into ten languages. He serves on the editorial review boards of the International Journal of Service Industry Management, Journal of Service Research, Service Industries Journal, Cornell Hotel and Restaurant Administration Quarterly, and Marketing Management, and is also an ad hoc reviewer for the Journal of Marketing.
Widely acknowledged as a thought leader in services, Christopher Lovelock has been honored by the American Marketing Association's prestigious Award for Career Contributions in the Services Discipline. In 2005 his article with Evert Gummesson, 'Whither Services Marketing?
In Search of a New Paradigm and Fresh Perspectives' won the AMA's Best Services Article Award and was a finalist for the IBM award for the best article in the Journal of Service Research. Earlier, he received a best article award from the Journal of Marketing. Recognized many times for excellence in case writing, he has twice won top honors in the BusinessWeek 'European Case of the Year' Award.
Jochen Wirtz holds a Ph.D. in services marketing from the London Business School and has worked in the field of services for over 20 years. He is a tenured associate professor of marketing at the National University of Singapore (NUS) where he teaches service marketing in executive, MBA, and undergraduate programs. He is also the founding director of the dual degree UCLA - NUS Executive MBA Program, a fellow of the NUS Teaching Academy (the NUS think-tank on education matters) and an associate fellow of Executive Education at the Saïd Business School, University of Oxford.
Professor Wirtz's research focuses on service marketing and has been published in over 80 academic journal articles, 100 conference presentations, and some 40 book chapters. His over 10 books include Services Marketing - People, Technology, Strategy (Prentice Hall, 7th edition, 2011), co-authored with Professor Lovelock, which has become a globally best-selling services marketing text book that has been translated and adapted for over 20 countries and regions. His other books include Essentials of Services Marketing (co-authored with Lovelock and Chew, Prentice Hall, 2009), and Flying High in a Competitive Industry: Secrets of the World's Leading Airline (co-authored with Heracleous and Pangarkar, McGraw Hill, 2009).
In recognition of his excellence in teaching and research, Professor Wirtz has received 20 awards, including the prestigious, university-wide Outstanding Educator Award at the National University of Singapore and the 2009 Best Practical Implications Award by Emerald Group Publications. He serves on the editorial review boards of ten academic journals, including the Journal of Service Management, Journal of Service Research, Journal of Service Science and Cornell Hospitality Quarterly, and is an ad hoc reviewer for the Journal of Consumer Research and Journal of Marketing. Professor Wirtz chaired the American Marketing Association's biennial Service Research Conference in 2005 when it was held in Asia for the first time.
Professor Wirtz has been an active management consultant, working with international consulting firms, including Accenture, Arthur D. Little and KPMG, and major service firms in the areas of strategy, business development and customer feedback systems. Originally from Germany, Professor Wirtz spent seven years in London before moving to Asia. For further information see www.jochenwirtz.com.