Services Marketing: Managing the Service Value Chain
By Manfred Bruhn
Pearson Education
Distributed by Trans-Atlantic Publications Inc.
November 2005
ISBN: 9780273681571 
504 Pages, Illustrated
$122.50 Paper Original
Description
Services Marketing: Managing the Service Value Chain 1st edition argues that all service management efforts are aimed to enhance value in order to improve the bottom line. Written from a European perspective, the book demonstrates that through strategic orientation and innovation, the firm and shareholder will reap the benefits.
Geared towards final year marketing students, the book is also useful for postgraduate students and for practitioners who work, or wish to specialise in the area of services management and marketing.
ContentsPart I: Basic concept: The service value chain
1. Managing the service process by the service value chain
2. Value creation by services marketing: service value chain and service profit chain
Part II: Primary value processes: managing interactions and relationships
3. The customer interaction process: managing customer integration, ther service encounter and service recovery
4. The customer relationship process: managing customer acquisition, retention and recovery
Part III: Secondary value processes: creating service value
5. Defining the benefit part of service value: the service product
6. Defining the cost part of service value: service pricing
7. Delivering service value: managing sevice delivery
8. Communicating service value: service communications and branding
Part IV: Secondary value processes: managing service resources for value
9. Managing employees, tangibles and technology for value
10. Service capacity management
Part V: The external and internal environment of a value-orientated services marketing
11. Services marketing and the markets: market strategies, international services marketing, services networks and service outsourcing
12. Services marketing and the service firm: implementing and controlling services marketing
Features- The original concept of the Service Value Chain is used throughout the book to make students think strategically about their Services Marketing activity
- Hot topics such as ‘E-services’ and ‘Managing Service Technology’ are integrated throughout the book to help students understand how innovations are used in all aspects of Services Marketing
- ‘Services Marketing In Action’ boxes provide practical applications and anecdotes to promote further discussion.
- End of chapter case studies exemplify and drive home the core topics of each chapter.
- A distinct link is made between the Service Value Chain and the Service Profit Chain, helping students see how customer value really does affect the bottom line.