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Description of 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.

Title Information

ISBN:

9780136118749

Pages:

648 pages

Format:

Paperback

Product Code:

450419

Publisher:

Pearson Education (US)

Published:

01/01/2010

Edition:

Global ed of 7th revised ed Edition

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Contents of Services Marketing

PART I - UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS
1: New Perspectives on Marketing in the Service Economy
2: Consumer Behavior in a Services Context
3: Positioning Services in Competitive Markets

PART II - APPLYING THE 4Ps OF MARKETING TO SERVICES
4: Developing Service Products: Core and Supplementary Elements
5: Distributing Services through Physical and Electronic Channels
6: Setting Prices and Implementing Revenue Management
7: Promoting Services and Educating Customers

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

PART IV - IMPLEMENTING PROFITABLE SERVICE STRATEGIES
12: Managing Relationships and Building Loyalty
13: Complaint Handling and Service Recovery
14: Improving Service Quality and Productivity
15: Striving for Service Leadership