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Services Marketing
A Contemporary Approach
C BOSHOFF (EDITOR)
As the primary focus of the global economy has moved from agriculture to manufacturing to services-dominated economies, the realisation that ‘we are all in services’ has finally dawned. Services marketing has developed as a result, and is now a well-established sub-discipline of marketing, with its own theories and body of knowledge. This volume deals with the unique difficulties of marketing what is essentially an intangible entity and focuses on the most contemporary debates, research and managerial demands in this particular, but very challenging, business domain.
CONTENTS
• Introduction to services marketing
• The management of service quality
• Customer decision making
• Understanding customers
• Service development and design
• The pricing of services
• The service delivery process
• Managing employees’ roles in service
delivery
• Managing customers’ roles in service
delivery
KEY FEATURES
• The role of the physical environment in service delivery
• Integrated service marketing communications
• Managing demand and capacity
• Building customer relationship and
loyalty
• Service recovery
978 0 70219 752 9 978 1 48510 418 6 2e 2014
416 PAGES
ZAR R569.00 ZAR R531.00
NEW EDITION FORTHCOMING 2018
New case studies from contemporary business situations, in which consumers are highly informed and discriminating. These real world examples illustrate how service providers should refine their marketing approach and practice in order to remain competitive in the global market.
The foundation of this book is the recognition that there are particular, unique components in the marketing of services, which differ from those in the marketing of physical entities.
ABOUT THE EDITOR
Christo Boshoff is a professor in the Department of Business Management at Stellenbosch University where he teaches Services Marketing and Marketing Research.
JUTA MARKETING CATALOGUE | 2018/2019
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