Leonard L. Berry: Marketing Services

Cover: 9780743267410 | Marketing Services | Leonard L. Berry | Taschenbuch | No Series | 2004

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Beschreibung

Excellent service is the foundation for services marketing, contend Leonard Berry and A. Parasuraman in this companion volume to Delivering Quality Service. Building on eight years of research, the authors develop a model for understanding the relationship between quality and marketing in services and offer dozens of practical insights into ways to improve services marketing. They argue that superior service cannot be manufactured in a factory, packaged, and delivered intact to customers. Though an innovative service concept may give a company an initial edge, superior quality is vital to sustaining [...] and Parasuraman show that inspired leadership, a customer-minded corporate culture, an excellent service-system design, and effective use of technology and information are crucial to superior service quality and services marketing. When a company's service is excellent, customers are more likely to perceive value in transactions, spread favorable word-of-mouth impressions, and respond positively to employee-cross-selling efforts. The authors point out that a service company that does relatively little pre-sales marketing but is truly dedicated to delivering excellent quality service will have greater marketing effectiveness, higher customer retention, and more sales to existing customers than a company that emphasizes pre-sale marketing but falls short during actual service delivery. The focus of any company, they insist, must be customer satisfaction through integration of service quality throughout the entire system.Filled with examples, stories, and insights from senior executives, Berry and Parasuraman's new framework for effective marketing services contains the key to high-performance services marketing.

Über den Autor

Leonard L. Berry holds the JCPenney Chair of Retailing Studies at Texas A&M University, where he is also Professor of Marketing and Director of the Center for Retailing Studies.

Inhaltsverzeichnis

Contents

Acknowledgments

Authors' Note

PART ONE

An Integrative Framework for Marketing Services

1. Services and Quality

PART TWO

Quality: The Foundation for Services Marketing

2. Doing the Service Right the First Time

3. Doing the Service Very Right the Second Time

4. Managing and Exceeding Customers' Expectations

PART THREE

Building a Services Marketing Organization

5. Turning Marketing into a Line Function

PART FOUR

Maximizing Services Marketing Potential

6. Managing the Evidence

7. Branding the Company

8. Marketing to Existing Customers

9. Marketing to Employees

PART FIVE

Peering Ahead

10. Services Marketing in the Nineties

Notes

Index

Erscheinungsjahr:	2004
Fachbereich:	Allgemeines
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Reihe:	No Series
Inhalt:	Kartoniert / Broschiert
ISBN-13:	9780743267410
ISBN-10:	0743267419
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Berry, Leonard L.
Hersteller:	Free Press No Series
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	229 x 152 x 14 mm
Von/Mit:	Leonard L. Berry
Erscheinungsdatum:	16.04.2004
Gewicht:	0,377 kg