Tuesday, January 6, 2009

Global Manifest Destiny or Interactive Services Marketing

Global Manifest Destiny: Growing Your Business in a Borderless Economy

Author: John A Caslion

Just ten years ago, the chance to become a major player on the world stage was reserved almost exclusively for the most powerful companies in any given industry. Most smaller companies found it too costly and time-consuming to conduct any kind of global business besides exporting. But in today's economy, "going global" is a matter of survival.
In this indispensable road map to becoming a global enterprise, two of the world's leading experts on global business, the international economy, and globalization, John A. Caslione and Andrew R. Thomas, provide the knowledge and expertise companies need to establish a successful worldwide presence.
Global Manifest Destiny shows business leaders how to:
*Integrate a global culture.
*Build worldwide brands compatible with cultural differences.
*Create a global accounts management program.
*Take full advantage of swings in the world's financial markets.
*Optimize potential sources of raw materials, goods, and services worldwide.



Book review: A First Course in Statistical Programming with R or Microsoft Office 2003

Interactive Services Marketing

Author: Raymond P Fisk

Interactive Services Marketing covers the essentials of services marketing—with particular emphasis on the theater model and the impact of technology. The text features a dynamic approach to human interactions—both in face-to-face communication as well as connecting through technology.Pedagogical tools help students synthesize the material: each part opens with an overview, a new model illustrating the text's organization, brief chapter outlines, and a vignette highlighting real-world companies such as Noggintoppers (an online hat retailer). Each chapter also features a short paragraph revisiting the vignette, marginal notes defining key terms, a Summary and Conclusion section, and practice exercises.



Table of Contents:
Contents

Note: Each chapter includes a Summary and Conclusion, Exercises, Internet Exercise, and References.

  • I. Foundations of Services Marketing
  • 1. Grasping the Uniqueness of Services Marketing
    Definition and Characteristics of Services
    Classifications of Services
    How Does Service Marketing Differ from Physical Goods Marketing?
    How Do Services as Products Differ from Facilitating Services?
    Overview of Book
  • 2. Frameworks for Managing the Customer's Experience
    Components of the Service Experience
    Framing the Service Experience
    Comparing Service Experience Frameworks
    Raising the Curtain on Services Theater
  • 3. Plugging into the Information Age
    Services and the Information Age
    Empowering Employees Through Technology
    Empowering the Customer
    Enabling the Interactive Experience
    Capturing Customer Information
    Coping with Negative Impacts of Services Technology
    Challenges of Using Technology to Manage Customer Interfaces
  • II. Creating the Interactive Experience
  • 4. Planning and Producing the Service Performance
    The Service Performance
    Supplementing the Basic Service Performance
    Differentiating the Service Performance
    Customizing the Service Performance
    Scripting the Service Performance
    Blueprinting the Service Performance
    The Internet and Service Performances
  • 5. Designing the Service Setting
    What Is a Service Setting?
    Key Considerations in Designing the Service Setting
    The Services Setting as a Marketing Tool
    Cyberspace as a Service Setting
  • 6. Leveraging the People Factor
    Service Employees and Their Behavior
    Empowering Service Employees
    Costuming ServiceEmployees
    Maximizing Service Employee Productivity
  • 7. Managing the Customer Mix
    Service Customers and Their Behavior
    Customer-to-Customer Interactions
    Customer-to-Employee Interactions
    Selecting and Training Customers
    Managing Customer Rage
  • III. Promising the Interactive Service Experience
  • 8. Setting a Price for the Service Rendered
    Why Do Services Prices Vary?
    Yield Management in Services
    Pricing Objectives and Approaches
    The Relationship Between Service Price and Value
    Calculating Service Costs
    Price Bundling
    Additional Pricing Considerations
  • 9. Promoting the Interactive Service Experience
    Services and Integrated Marketing Communications
    Marketing Communications and Services
    The Promotional Mix
    Advertising the Service
    Sales Promotions and Services
    Personal Selling and Services
    Publicity and Services
    Promoting Services on the Internet
  • IV. Delivering and Ensuring a Successful Customer Experience
  • 10. Delivering Service Quality and Guaranteeing Services
    What Is Service Quality?
    How Customers Evaluate Service Quality
    Why and When to Guarantee a Service
    How to Design a Service Guarantee
    What Makes an Extraordinary Service Guarantee?
  • 11. Regaining Customer Confidence Through Customer Service and Service Recovery
    Customer Service
    Customer Service as a Strategic Function
    Developing a Customer Service Culture
    The Need for Service Recovery
    Steps to Service Recovery
    Hidden Benefits of Service Recovery
  • 12. Researching Service Success and Failure
    Why Is Researching Service Success and Failure Necessary?
    Why Is Service Success So Difficult to Achieve?
    Research Methods for Services
    Creating a Service Quality Information System
  • V. Management Issues in Services Marketing
  • 13. Developing Marketing Strategies for Services
    Overview of Marketing Strategy in Service Organizations
    Scanning the Environment
    Planning the Services Marketing Strategy
    Positioning and Segmentation
    Marketing Mix Strategies
    Strategic Challenges for Services
    Service Strategies for Competitive Advantage
  • 14. Coping with Fluctuating Demand for Services
    Why Is Services Demand a Problem?
    The Nature of Service Demand
    Chasing Demand with Service Capacity
    Smoothing Demand to Fill Service Capacity
  • 15. Thinking Globally: "It's a Small World After All"
    Services and Culture
    Global Trade in Services
    Export Patterns of Services
    Entry Strategies for Global Service Markets
    Standardization versus Adaptation of Global Services
    Multilingual Service Systems
    Technology and Global Services
  • Appendix: Careers in Services
  • Glossary
  • Name Index
  • Organization Index
  • Subject Index

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