Managing services marketing : text and readings / John E.G. Bateson.

Includes bibliographical references and index.

Pul-eeze! Will somebody help me? / Stephen Koepp -- Comparing marketing management in package goods and service organizations / Gary Knisely -- Problems and strategies in services marketing / Valerie A. Zeithaml, A. Parasuraman and Leonard L. Berry -- Classifying services to gain strategic marketing insights / Christopher H. Lovelock -- A role theory perspective on dyadic interactions: the service encounter / Michael R. Solomon, Carol Surprenant, John A. Czepiel and Evelyn G. Gutman -- Perceived control and the service encounter / John E. G. Bateson -- A test of services marketing theory: consumer information acquisition activities / Keith B. Murray -- Where does the customer fit in a service operation? / Richard B. Chase -- Look to customers to increase productivity / Christopher H. Lovelock and Robert F. Young -- Toward service without a snarl / Jeremy Main -- Service positioning through structural change / G. Lynn Shostack -- Store atmosphere: an environmental psychology approach / Robert J. Donovan and John R. Rossiter -- Prescription for the waiting-in-line blues: entertain, enlighten and engage / Karen L. Katz. Blaire M. Larson and Richard C. Larson -- The service organization: climate is crucial / Benjamin Schneider -- Between service and servility: role conflict in subordinate service roles / Boas Shamir -- New services design, development and implementation and the employee / Benjamin Schneider and David E. Bowen -- The employee as customer / Leonard L. Berry -- The service encounter: diagnosing favorable and unfavorable incidents / Mary Jo Bitner, Bernard H. Booms and Mary Stanfield Tetreault -- The price bundling of services: a normative framework / Joseph P. Guiltinan -- Guidelines for the advertising of services / William R. George and Leonard L. Berry -- Strategic management of service development / Eric Langeard and Pierre Eiglier -- Growth strategies for service firms / James M. Carman and Eric Langeard -- Franchise prototypes / Kevin Farrell -- A guide for new distribution channel strategies for service firms / Donald H. Light -- Designing a long range marketing strategy for services / Christian Grönroos -- Innovative marketing strategies and organizational structures for service firms / Christian Grönroos -- The structure of service firms and their marketing policies / K. J. Blois -- A conceptual model of service quality and its implications for future research / A. Parasuraman, Valerie A. Zeithaml and Leonard L. Berry -- Communication and control processes in the delivery of service quality / Valerie A. Zeithaml, Leonard L. Berry and A. Parasuraman -- A longitudinal analysis of the impact of service changes on customer attitudes / Ruth N. Bolton and James H. Drew -- Zero defections: quality comes to services / Frederick F. Reicheld and W. Earl Sasser Jr. -- The power of unconditional service guarantees / Christopher W. L. Hart.

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