Managing Services Marketing by John E G Bateson
This edition combines coverage of key topics in services marketing with a variety of articles selected from such areas as marketing, organisational behaviour, operations management, and strategy literature. The balance of text and readings apparent in the fourth edition highlights the increased emphasis on services in the marketing field. Coverage of key topics is combined with state-of-the-art readings and the integration of real-world examples in each chapter. With emphasis on contemporary ethical and international issues in services marketing, this text remains an invaluable source of learning in this field. Features: * "Services in Action" boxed features integrate real-world service examples in every chapter. * Text emphasises contemporary ethical and international issues in services marketing. * Bateson's classic structure is seen through the coverage of key topics in services marketing combined state-of-the-art readings in the field. * An excellent variety of articles have been selected from areas such as marketing, organisational behaviour, operations management, and strategy literature. The marketing implications of all topics are emphasised in the textual material. * New Chapters: "The Service Operations", "The Physical Setting", "Competing as a Service Firm: Generic Competitive Strategies", "Customer Satisfaction System", "Service Recovery", and "The Customer Retention System". * Completely rewritten Chapter 3 "Understanding the Service Operation"
Bateson, John E. G.: - John E. G Bateson is a Visiting Professor of Management at the Cass Business School and is an independent consultant and company chairman. Previously, he served as Group Chief Executive of the SHL Group, the global leader in psychometric testing for jobs. SHL was listed on the London Stock Exchange and taken private by Dr. Bateson in 2006. Dr. Bateson was also a senior vice president with Gemini Consulting and a Member of the Group Executive Committee of the Cap Gemini Group. He was Associate Professor of Marketing at the London Business School, England, and taught as a visiting associate professor at the Stanford Business School. Prior to teaching, he worked as a brand manager with Lever Brothers and marketing manager with Philips. Dr. Bateson holds an undergraduate degree from Imperial College, London; a master�s degree from London Business School; and a Doctorate in marketing from the Harvard Business School. He has published extensively in the services marketing literature, including the Journal of Marketing Research, Journal of Retailing, Marketing Science, and Journal of Consumer Research. He is also the author of SERVICES MARKETING: CONCEPTS, STRATEGIES & CASES (Cengage) and MARKETING PUBLIC TRANSIT: A STRATEGIC APPROACH (Praeger). Dr. Bateson was actively involved with the formation of the services division of the American Marketing Association. He served on the Services Council for four years and has chaired sessions of the AMA Services Marketing Conference.
| SKU | Unavailable |
| ISBN 13 | 9780030225192 |
| ISBN 10 | 0030225191 |
| Title | Managing Services Marketing |
| Author | John E G Bateson |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Cengage Learning, Inc |
| Year published | 1998-12-30 |
| Number of pages | 250 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |