The fundamentals of services marketing presented in a strategic marketing framework.
Organized around a strategic marketing framework Services Marketing guides readers into the consumer and competitive environments in services marketing.
The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.
PART I - UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS
Chapter 1: New Perspectives on Marketing in the Service Economy
Chapter 2: Consumer Behavior in a Services Context
Chapter 3: Positioning Services in Competitive Markets
PART II - APPLYING THE 4Ps OF MARKETING TO SERVICES
Chapter 4: Developing Service Products: Core and Supplementary Elements
Chapter 5: Distributing Services through Physical and Electronic Channels
Chapter 6: Setting Prices and Implementing Revenue Management
Chapter 7: Promoting Services and Educating Customers
PART III - MANAGING THE CUSTOMER INTERFACE
Chapter 8: Designing and Managing Service Processes
Chapter 9: Balancing Demand and Productive Capacity
Chapter 10: Crafting the Service Environment
Chapter 11: Managing People for Service Advantage
PART IV - IMPLEMENTING PROFITABLE SERVICE STRATEGIES
Chapter 12: Managing Relationships and Building Loyalty
Chapter 13: Complaint Handling and Service Recovery
Chapter 14: Improving Service Quality and Productivity
Chapter 15: Striving for Service Leadership