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Preface
About the Author and Contributors

Ch. 1 Distinctive Aspects of Services Marketing 1
Ch. 2 Developing Frameworks for Analyzing Services 26
Ch. 3 The Customer Experience 48

Service is Everybody's Business 69
The Development and Emergence of Services Marketing Thought 76
The Dramaturgy of Services Exchange: An Analytical Framework for Services Marketing 97
Critical Service Encounters: The Employee's Viewpoint 106
Sullivan's Auto World 122
Euro Disney: An American in Paris 127
Metropol Base-Fort Security Group 141
Singapore Airlines 150

Ch. 4 Positioning a Service in the Marketplace 163
Ch. 5 Targeting Customers and Building Relationships 184
Ch. 6 Managing Demand 204

Pick a Card: Visa, American Express and MasterCard Vie in Overseas Strategies 224
Measuring Marketing Success 228
Service Positioning Through Structural Change 232
Loyalty-Based Management 245
Boston Center for Adult Education 254
Federal Express: Business Logistics Services 268
BT: Telephone Account Management 281
Marriott's Rancho Las Palmas Resort 293

Ch. 7 Creating and Delivering Services 311
Ch. 8 Adding Value to Core Products with Supplementary Services 337
Ch. 9 Understanding Costs and Developing Pricing Strategies 361
Ch. 10 Communicating and Promoting Services 376

The Power of Branding 398
Making Money on the Web 402
Advertising Strategies for Service Firms 409
Why Cross-Selling Hasn't Worked 418
Database Marketing: A Potent New Tool for Selling 422
Vancouver Public Aquarium 431
Fare Combat 442
Crosse & Whitewall: Cross-selling Professional Services 446
Menton Bank 451

Ch. 11 Enhancing Value by Improving Quality and Productivity 460
Ch. 12 Developing and Managing the Customer-Service Function 490
Ch. 13 Organizing and Implementing the Marketing Effort 508
Ch, 14 Globalizing Services Marketing 534

Service Quality From the Customers' Perspective 562
The Horizontal Corporation: It's About Managing Across, Not Up and Down 573
Putting the Service-Profit Chain to Work 582
McDonald's Conquers the World 594
The Toronto-Dominion Bank: Customer Service Index 602
Shouldice Hospital Limited 614
Peters & Champlain 628
Air BP: Aviation Service Centers 633

Appendix: Studying and Learning From Cases 645
Selected Bibliography 649
Index 651

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O książce

Now available in a significantly updated second edition featuring two new chapters, Social Communication in Advertising remains the most comprehensive historical study of advertising and its function within contemporary society. It traces advertising's influence within three key social domains: the new commodities industry; popular culture; and the mass media which manages the constellation of images that unifies all three.

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O książce

Drawing from thousands of international entries, this beautifully produced annual collection exhibits 300 color ads representing the year's best work. Advertising Annual 2003 is an essential resource for everyone from account managers to art directors. For easy reference, this exquisitely produced volume is arranged by trade category, from entertainment and communications to transportation and special events

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O książce

In his first major new work since 1993's Post-Capitalist Society , Drucker does more than predict business trends; he defines the new certainties of management in the next century. "One cannot manage change," he advises. "One can only be ahead of it." Learn to systematically abandon yesterday by following Drucker's trademark wisdom and remarkably keen insights. This guru's latest work may prove to be his most significant.

Spis treści

Introduction: Tomorrow's "Hot" Issues

1 Management's New Paradigms 1
2 Strategy - The New Certainties 41
3 The Change Leader 71
4 Information Challenges 95
5 Knowledge-Worker Productivity 133
6 Managing Oneself 161

Acknowledgments 197
Index 199

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Introduction: the nature of management;
Managing a business; Managing managers;
The structure of management;
The management of worker and work; What it means to be a manager;
Conclusion: the responsibilities of management;
Selected bibliography;