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 success. Berry 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.

Price: $11.99 USD

Learning the lessons taught in this book will maximize your and your product’s exposure and sales without spending a dime on advertising. This book pits brains against brawn and forces you to think outside the traditional marketing sphere. Guerilla marketing allows you to outsmart your competition, without having to out spend them. Discover pin-pointing strategies to jump-start or revitalize your sales numbers using guerilla marketing concepts.

Price: $19.95 USD

General Marketing & Sales : eBoot Camp: Proven Internet Marketing Techniques to Grow Your Business

Price: $22.95 USD

General Marketing & Sales : The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing

Price: $22.95 USD

General Marketing & Sales : Marketing to the Social Web: How Digital Customer Communities Build Your Business

Price: $24.95 USD

General Marketing & Sales : Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes

Price: $24.95 USD

General Marketing & Sales : Prove It before You Promote It: How to Take the Guesswork Out of Marketing

Price: $24.95 USD

General Marketing & Sales : Apples, Insights and Mad Inventors: An Entertaining Analysis of Modern Marketing

Price: $29.95 USD

General Marketing & Sales : The Olympic Games Effect: How Sports Marketing Builds Strong Brands

Price: $38.00 USD

For those who are seeking a career in hospitality, hotel, and restaurant management, this edition of Hospitality and Travel Marketing expresses the relationship between marketing and the tourism industry, and emphasizes a broader marketing perspective through collaborative efforts between hotels, airlines, restaurants, and travel agencies. Written to engage readers in understanding all aspects of marketing, some of the topics covered include: research and analysis; plans and strategies; marketing segmentation and trends; product development; partnership; people and service; packaging; the distribution mix and the travel trade; communications; advertising; sales promotion and merchandising; sales management; personal selling; public relations; and pricing and evaluation. The book is organized around the Hospitality and Travel Marketing System model which serves as a guide to understanding marketing functions and related techniques. Complete with references, web links, and four-color insert, this book presents a common sense approach to the principles of Hospitality and Travel Marketing.

Price: $116.99 USD