Essentials of services marketing

Table of Content
Part I: Understanding Service Markets, Products, and Customers Chapter 1 Introduction to Services Marketing Chapter 2 Consumer Behavior in a Services Context Chapter 3 Positioning Services in Competitive Markets Part II: Applying the 4 Ps of Marketing to Services Chapter 4 Developing Service Products and Brands 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 Service Processes Chapter 9 Balancing Demand and Capacity Chapter 10 Crafting the Service Environment Chapter 11 Managing People for Service Advantage Part IV: Developing Customer Relationships 389 Chapter 12 Managing Relationships and Building Loyalty Chapter 13 Complaint Handling and Service Recovery Part V: Striving for Service Excellence Chapter 14 Improving Service Quality and Productivity Chapter 15 Building a World-Class Service Organization Part VI: Cases

Offering a comprehensive view of a field that is evolving at an unprecedented pace, Essentials of Services Marketing, Third Edition, is a concise, reader-friendly guide to marketing and managing services. Encompassing pioneering service concepts and the latest developments, academic research as well as managerial insights, this book combines a practical, real-world focus with rich visual pedagogy to present an engaging and exciting look at the world of the service economy.