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Services Marketing

Course Codes : MKT20012, 200090, MARK270, MKTG7023, 24706, 6272

Services Marketing

ISBN 9780078112058
Edition 6
Publication Date
Publisher McGraw Hill Higher Education
Author(s)
Overview
PART 1 - Foundations for Services Marketing
Chapter 1 - Introduction to Services
Chapter 2 - Conceptual Framework of the Book: The Gaps Model of Service Quality

PART 2 - Focus on the Customer
Chapter 3 - Customer Expectations of Service
Chapter 4 - Customer Perceptions of Service

PART 3 - Understanding Customer Requirements
Chapter 5 - Listening to Customers through Research
Chapter 6 - Building Customer Relationships
Chapter 7 - Service Recovery

PART 4 - Aligning Service Design and Standards
Chapter 8 - Service Innovation and Design
Chapter 9 - Customer-Defined Service Standards
Chapter 10 - Physical Evidence and the Servicescape

PART 5 - Delivering and Performing Service
Chapter 11 - Employees' Roles in Service Delivery
Chapter 12 - Customers' Roles in Service Delivery
Chapter 13 - Managing Demand and Capacity

PART 6 - Managing Service Promises
Chapter 14 - Integrated Services Marketing Communications
Chapter 15 - Pricing of Services

PART 7 - Service and the Bottom Line
Chapter 16 - The Financial and Economic Impact of Service

Cases

Index

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