xxvi, 293 pages : illustrations (chiefly colour) ; 25 cm
Contents
Part 1: Service Organisations and their Customers. 1. An Overview of Services Marketing -- 2. Customer Decision-making and Service Interactions -- 3. Market Segmentation and Service Positioning -- 4. Managing the Service Encounter -- Part 1: Case Studies -- Part 2: Marketing Strategies for Services. 5. Service Development and Delivery -- 6. Pricing the Service -- 7. Self-service technology -- 8. Integrated Marketing Communications for Services -- Part 2 Case Studies -- Part 3: Delivering Service Value. 9. Managing Productive Capacity and Customer Demand -- 10. Customer Satisfaction and Service Quality -- 11. Managing the Customer Service Function -- 12. Customer Relationship Management -- Part 3 Case Studies
Summary
Services Marketing sequentially examines the various services marketing concepts, allowing students to develop conceptual frameworks that will enable to them to critically analyse the marketing activities of selected service organisations, and be able to develop strategies to apply those concepts