Service Marketing

Informationen zum Autor Steve Baron is Professor of Marketing! and Director of the Centre for Experiential Consumption Studies at the University of Liverpool! UK. He is joint author of a book on Services Marketing (Third Edition! Palgrave! 2008)! and also joint author of Relationship Marketing (SAGE! 2009). He has published work in many academic journals! including Journal of Service Research! Journal of Services Marketing! International Journal of Service Industry Management! European Journal of Marketing! Journal of Marketing Management! Journal of Business Research and International Journal of Market Research. He is Deputy Editor of Journal of Customer Behaviour! and on the Editorial Advisory Boards of Journal of Services Marketing! Service Science! and Service Business: an International Journal. Klappentext With the rise in deregulated service-based economies in developed countries over the last 40 years, an understanding of the marketing of services is essential to the marketing student, researcher and practitioner. This four-volume collection is structured around the evolution of services marketing scholarship from 1970 to the present, giving an unprecedented, detailed account of the relationship between the theory and practice of services marketing and the changing social, economic and technical environments over time. Each volume takes a distinct time period and theme as its subject. Volumes One to Three offer the last word on services marketing research of the 20th century, with volume Four looking towards a unified marketing approach for the current century. Volume One: The Development of Ideas for the Marketing of Services describes the evolutionary stages of research that established the credibility of services marketing. Volume Two: The Creation of the Sub-Discipline of Services Marketing covers the period in which service marketing became recognised as a sub-discipline of marketing, with its own boundaries and debates. Volume Three: A Focus on Customer Experience and the Changing Roles of Customers and Consumers discusses the scholarship of the late twentieth-century which started to foreshadow changing consumer experiences brought about by technology. Volume Four: Towards a Unifying Marketing Approach through Service treats the service-dominant logic of marketing with a focus on the debates seeking to eliminate the division between business-to-business marketing and business-to-consumer marketing. Zusammenfassung Structured around the evolution of service marketing scholarship in the last 40 years! this collection gives a detailed account of the relationship between the theory and practice of service marketing and the changing social! economic and technical environments over time. Inhaltsverzeichnis VOLUME ONE: THE DEVELOPMENT OF IDEAS FOR THE MARKETING OF SERVICES What is Meant by Services? - J.M. Rathmell The Marketing of Services: An Approach - K.J. Blois Breaking Free from Product Marketing - Shostack, G.L. A Service-Orientated Approach to Marketing of Services - C.A. Grönroos Look to Customers to Increase Productivity - C.H. Lovelock and R.F. Young A Paradigm for Developing Better Measures of Marketing Constructs - G.A. Churchill, Jr. Growth Strategies for Service Firms - J.M. Carman and E. Langeard A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions - R.L. Oliver The Customer Contact Approach to Services: Theoretical bases and practical extensions - R.B. Chase The Experiential Aspects of Consumption: Consumer fantasies, feelings and fun - M.B. Holbrook and E.C. Hirschman Classifying Services to Gain Strategic Marketing Insights - C.H. Lovelock A Service Quality Model and its Marketing Implications - C.A. Grönroos Designing Services That Deliver - G.L. Shostack A Conceptual Model of Service...

Product details

• Authors: Steve Baron
• Assisted by: Steve Baron (Editor)
• Publisher: Sage Publications Ltd
• Languages: English
• Product format: Hardback
• Released: 30.09.2010
• EAN: 9781849205740
• ISBN: 978-1-84920-574-0
• No. of pages: 1696
• Series: Sage Library in Marketing; Sage Library in Marketing
• Subject: Social sciences, law, business > Business > Advertising, marketing