Summary
Chapters
Video Info
Summary
Dr. Mary Jo Bitner discusses services management and its impact. Services management is a strategy to attain and retain customers through service excellence, quality, and innovation. Bitner discusses changes in the field, research methods, and her own research in the field.
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Chapter 1: How Would You Define Services Marketing? Or How Would You Explain it to Your Students?
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Chapter 2: How Would You Define Service?
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Chapter 3: We Read a Lot Today About the 'Experience Economy' (Pine & Gilmore, 1998). Do You See an Increase in Interest in Services Over the Past Few Decades? What Do You Think Has Driven it?
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Chapter 4: Services are Often Understood in the Context of the Marketing Mix as the Extension of the 4Ps up to the 7Ps. What is Your Assessment of the Extended Marketing Mix?
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Chapter 5: What are Some of the Unique Challenges Faced by Services Marketers and Managers, as Opposed to Product Marketers and Managers?
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Chapter 6: What are Your Thoughts on the Sharing Economy Trend? Are There Any Other Trends That Have Changed the Nature of Service?
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Chapter 7: What Advice Would You Give to a Student or Researcher Embarking on the Topic of Services Marketing?
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Chapter 8: What Key Theories Have Contributed to Services Marketing, and Why?
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Chapter 9: What Influence Has Service-Dominant Logic Had on the Academic Field of Services Marketing Since it Emerged Over the Past Decade as a Theoretical Force?
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Chapter 10: How Has the Practice of Services Marketing Changed in Recent Years, and in Particular, What Impact Has the Internet Had on Services?
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Chapter 11: What Are the Key Research Methods That You Employ in Your Services Marketing Research?
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Chapter 12: How Do You Think About the Public Impact of Your Own Research, and How Do You Assess the Contribution of Research in This Area to Society?
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