Services Marketing

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.

(Pearson)

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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

(Pearson)