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Unit 12: Creating a Service Culture

12.8 Further Readings Notes

Books J M Rathmell, “Marketing in the Service Sector” (Cambridge Mass: Winthrop),
1974, pp. 63-66.
Theodore Levitt, “Production-Line Approach to Services”, Harvard Business
Review, Sept.-Oct., 1972.
Theodore Levitt, “The Industrialization of Service”, Harvard Business Review,
Sept.-Oct., 1976.

A Parasuraman, “Augmented Marketing,” Business Today, Jan. 7-21, 1997,
pp. 25-26.
Michael Van Biema and Bruce Greenwald, “Managing Our Way to Higher Service
Sector Productivity”, Harvard Business Review, July-August 1997, pp. 87-95.
Christopher H Lovelock and Robert F Young, “Look to Customers to Increase
Productivity”, Harvard Business Review, May-June 1979.

Online links http://www.ocba.sa.gov.au/assets/files/21_custservice10.pdf
http://highered.mcgraw-hill.com/sites/dl/free/0073397113/884629/
Luc97113_ch02_038_075.pdf

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