Marketing, Service marketing 

This text is designed for advanced undergraduates, MBA and EMBA students. Services Marketing places marketing issues within a broader general management context. The book will appeal to both full-time students headed for a career in management and to EMBAs and executive program participants who are combining their studies with ongoing work in managerial positions. 

BRIEF CONTENTS:

PART I: UNDERSTANDING SERVICE PRODUCTS,
CONSUMERS, AND MARKETS
1. Creating Value in the Service Economy
2. Understanding Service Consumers
3. Positioning Services in Competitive Markets

PART II: APPLYING THE 4 PS OF MARKETING TO SERVICES
4. Developing Service Products and Brands
5. Distributing Services Through Physical and Electronic Channels
6. Service Pricing and Revenue Management
7. Service Marketing Communications

PART III: MANAGING THE CUSTOMER INTERFACE
8. Designing Service Processes
9. Balancing Demand and Capacity
10. Crafting the Service Environment
11. Managing People for Service Advantage

PART IV: DEVELOPING CUSTOMER RELATIONSHIPS
12. Managing Relationships and Building Loyalty
13. Complaint Handling and Service Recovery

PART V: STRIVING FOR SERVICE EXCELLENCE
14. Improving Service Quality and Productivity
15. Building a World-Class Service Organization

PART VI: CASE STUDIES

 

Includes glossary and index.