Marketing of services / [edited by] James H. Donnelly, William R. George.

CW083, CW121

CW838

Includes bibliographical references.

[Opening presentations] Services marketing: different products, similar strategy / Ben M. Enis and Kenneth J. Roering -- Why marketing management need to be different for services / Christopher H. Lovelock.

[Commercial services] An examination of the multiple bank user segment through a multiple discriminant approach / John J. Burnett and Lawrence B. Chonko -- The non-checking account consumer and EFTS / David A. Horne and Claude R. Martin, Jr. -- Seven determinant problems behind bank retention and selection decisions / John Martin -- Personal selling in financial instititions / Eugene M. Johnson -- Marketing financial services to families / Roger Baran -- Skill and knowledge needs of financial service marketers / Leonard L. Berry, William H. Kehoe and John H. Lindgren, Jr. -- The marketing of financial services - a continuing challenge for the UK clearing banks / Barbara R. Lewis -- The retail service innovator: a volume segmentation analysis of the early adopter catalog grocery user / Stuart Van Auken -- Marketing for full service restaurants - an analysis of demographic and benefit segmentation / Robert C. Lewis -- Marketing strategies and organization structures for service firms / Bernard H. Booms and Mary J. Bitner -- Services marketing in the equipment leasing industry / R. Gene Stout -- Case study in the marketing of personal financial counseling / Carolyn C. Kaufman and Robert C. Judd -- Bank marketing research: past, present and future / Raymond O. Herman -- Bank services promotion: past, present and future / Michael P. Sullivan -- Bank marketing: past, present and future / James H. Donnelly and Leonard L. Berry -- A fifth P: public relations / William A. Mindak and Seymour Fine.

[Professional services] Attorney advertising, the good, the bad, and the unchanged: a marketing shortfall / M. D. Bernacchi and Ken Kono -- The effects of marketing activities on the quality of professional services / Ronald Stiff and Sandra E. Gleason -- Consumer satisfaction with professional services / John A. Quelch and Stephen B. Ash -- What marketers need to know about the marketing of professional services / Paul N. Bloom -- Strategies for marketing professional services: current status and research directions / Brian F. Harris -- Professional service marketing to the Federal Government: market conditions and implications to marketing strategies / Will Holder, Adel El-Ansary and Beverly Kooi -- Advertising by public accountants: a review and evaluation of copy strategy / Gregory D. Upah and Ernest B. Uhr -- Opportunities and challenges of franchising profesional dental care / Bonnie J. McIntyre and J. Donald Weinrauch -- Factors influencing lawyers' satisfaction with advertising and intentions to continue advertising / Terence A. Shimp and Robert F. Dyer -- The marketing of professional services: 25 propositions / Evert Gummesson.

[Nonprofit/Public Sector Activies] Beyond money: the concept of social price / Seymour H. Fine -- Use of television public service messages by non-profit health institutions: improving their effectiveness / Thomas J. Moore, William R. Gombeski, Jr. and Amelie G. Ramirez -- Equity considerations in the distribution of public services / John L. Crompton and Charles W. lamb, Jr. -- Audience segments for the performing arts / John R. Nevin and S. Tamer Cavusgil -- A benefit analysis of higher education using multiple discriminant analysis / Kenneth Traynor -- Educational essentials and the marketing of higher education / Larry H. Litten -- The marketing of higher education: a multimarket, multiservice approach / Michael J. Houston -- Five myths about marketing and public health / Mary Jane Rawlins Schlinger -- A markering framework for assessing the failure of new health services / Mary Ann Stutts and Debra Low -- Moving from concept to action: strategic barriers in health care marketing / Roberta N. Clarke -- Health care marketing: issues for future development / Eric N. Berkowitz -- Intermediary strategies for non-profit organizations / Alan R. Andreasen -- The public schools as intermediaries / Karen F. A. Fox -- The teaching of nonprofit and public marketing / Mary Joyce and Kathy Krentler.

[Services Theory]Tactical service marketing and the process of remixing / Martin L. Bell -- Some organizational problems facing marketing in the service sector / Christopher H. Lovelock, Eric Langeard, John E. G. Bateson and Pierre Eiglier -- Analyzing the customer/firm communication component of the services marketing mix / Bernard H. Booms and Jody L. Nyquist -- Federal Trade Commission activities in the service sector: recent experiences and potential future directions / Ronald Stiff and Patrick E. Murphy -- Services marketing: the challenge of stagflation / Dennis Guseman and Peter L. Gillett -- How consumer evaluation processes differ between goods and services / Valarie A. Zeithaml -- Toward a consumption/evaluation process model for services / Raymond P. Fisk -- The advertising of consumer services and the hierarchy of effects / Robert F. Young -- Risk perception and risk reduction in consumer services / Dennis S. Guseman -- Goods vs. services marketing: a divergent perspective / James R. Brown and Edward F. Fern -- A matrix approach to the classification of marketing goods and services / Martin L. Bell -- Implications of human capital theory for the marketing of services / Nikhilesh Dholakia and David Dilts -- Concept testing for services / Patrick E. Murphy and Richard K. Robinson -- How to design a service / G. Lynn Shostack -- Implications of the molecular marketing model in the design of retail concepts / Graham Sandeman -- Internal marketing - an integral part of marketing theory / Christian Grönroos.

[Closing Presentations] Marketing of services: meeting of different needs / Neil E. Beckwith and Thomas J. Fitzgerald -- Service evaluation / Robert Krughoff.

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