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Contents About the Authors Preface About the Contributors of the Readings and Cases PART 1 ¿ UNDERSTANDING SERVICE MARKETS, PRODUCTS, AND CUSTOMERS 1. New Perspectives on Marketing in the Service Economy 2. Customer Behavior in Service Encounters Reading: * Nick Wingfield, ¿In a Dizzying World, One Way to Keep Up: Renting Possessions¿, The Wall Street Journal, October 17, 2005, p. A1 PART 2 ¿ BUILDING THE SERVICE MODEL 3. Developing Service Concepts: Core and Supplementary Elements 4. Distributing Services through Physical and Electronic Channels 5. Exploring Business Models: Pricing and Revenue Management 6. Educating Customers and Promoting the Value Proposition 7. Positioning Services in Competitive Markets Readings: * Prosenjit Datta and Gina S. Krishnan,¿The Health Travellers,¿ Businessworld, December 22, 2003 * Sheryl E. Kimes and Richard B. Chase, ¿The Strategic Levers of Yield Management,¿ Journal of Service Research, November 1998 * Emily Thornton, ¿Fees! Fees! Fees!¿ Business Week, Sep 29, 2003 * John H. Roberts, ¿Defensive Marketing: How a Strong Incumbent Can Protect Its Position,¿ Harvard Business Review, October 2005 PART 3 ¿ MANAGING THE CUSTOMER INTERFACE 8. Designing and Managing Service Processes 9. Balancing Demand against Productive Capacity 10. Crafting the Service Environment 11. Managing Service Employees for Competitive Advantage Readings * Loizos Heracleous, Jochen Wirtz, and Robert Johnston, ¿Kung-Fu Service Development at Singapore Airlines, Business Strategy Review, Winter 2005, pp26, 28-31 * Keith A. Gilson and Deepak K. Kandelwal, ¿Getting More from Call Centers,¿ McKinsey Quarterly, April 2005 * Stephan H. Haeckel, Lewis P. Carbone, and Leonard L. Berry, ¿How to Lead the Customer Experience,¿ Marketing Management, February 2003, 19-23*. PART 4 ¿ IMPLEMENTING PROFITABLE SERVICE STRATEGIES 12. Creating Relationships and Building Customer Loyalty 13. Achieving Service Recovery and Obtaining Customer Feedback 14. Improving Service Quality and Productivity 15. Organizing for Change Management and Service Leadership Readings * Diane Brady, ¿Why Service Stinks,¿ BusinessWeek, October 23, 2000* * Paul Nunes, ¿The Risks of Customer Intimacy,¿ MIT Sloan Management Review, Fall 2005, 15-18. * Frederick F. Reichheld, ¿The One Number You Need to Grow, Harvard Business Review, December 2003 Cases (* carried over from SM5) Susan Munro, Service Consumer Four Customers in Search of Solutions* Dr Beckett's Dental Office Starbucks: Delivering Customer Service (Harvard) Giordano: Positioning for International Expansion ## Aussie Pooch Mobile* Jollibee Foods Corporation Accra Beach Hotel## (includes minor revisions) Sullivan Ford Autoworld* Compumentor and the DiscounTech.org Service Dr Mahalee Goes to London Menton Bank* Red Lobster Hilton HHonors## (Harvard has made minor revisions) Accellion Service Guarantee (minor revisions) Shouldice Hospital (Harvard) Massachusetts Audubon Society* TLContact: Care Pages (A)## (minor cuts to TLContact.com case) Glossary Credits Name Index Subject Index
Library of Congress Subject Headings for this publication:
Marketing -- Management.
Professions -- Marketing.
Service industries -- Marketing.
Customer services -- Marketing.