Services Marketing

european economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future.

this european edition provides students with a complete introduction to the unique marketing challenges that services present. guiding students to recognize and understand these special characteristics, the text also explores frameworks for developing and implementing service strategies for competitive advantage across a wide array of industries.

european examples, cases and readings have been integrated throughout the chapters, and the material has also been updated and restructured to reflect the latest thinking in services marketing.

this book is ideal for services marketing modules at the undergraduate, postgraduate (both masters and doctoral courses), and executive education levels.

(McGraw-Hill)

Bli först med att recensera och betygsätt boken Services Marketing - du kan vinna 200 kr varje månad i tävlingen "Månadens recension".

Valerie Zeithaml (Chapel Hill, NC) is a consultant with Strategy Management Implementation.



Mary Bitner (Mesa, AZ) teaches at Arizona State University-Tempe.

(McGraw-Hill)

part one: foundations for services marketing


1. Introduction to Services


2. Consumer Behaviour in Services


3. Consumer Expectations of Service


4. Customer Perceptions of Service


5. Conceptual Framework of the Book- The Gaps Model of Service Quality


part two: understanding customer requirements


6. Listening to Customers Through Research


7. Building Customer Relationships


part three: aligning service design and standards


7. Service Development and Design


8. Customer Defined Service Standards


9. Physical Evidence and the Servicescape


part four: delivering and performing service


11. Employees' Roles in Service Delivery


12. Customers' Roles in Service Delivery


13. Delivering Service through Technology and Intermediaries


14. Managing Demand and Capacity


15. Service Recovery


part five: managing service promises


16. Integrated Service Marketing Communications


17. Pricing of Services


part six: service and the bottom line


18. The Financial Impact of Service Quality


case section


1. Tesco- The Customer Relationship Management Champion

2. People, Service and Profit at Jyske Bank

3. easyCar.com

4. Telecom Italia Mobile: Making Profits in a Mature Market

5. McDonalds in the UK: The Competitive Strategies

6. Call Center Europe

7.Disneyland resort Paris: Mickey Goes to Europe

8. Giordano

(McGraw-Hill)