Services Marketing

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  • Edition: 6th
  • Format: Hardcover
  • Copyright: 3/12/2012
  • Publisher: McGraw-Hill Education
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Services Marketing, 6/e, is written for students and businesspeople who recognize the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This edition focuses on knowledge needed to implement service strategies for competitive advantage across industries. In addition to standard marketing topics (such as pricing), this text introduces students to entirely new topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blueprinting, customer cocreation, and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. Each of these topics represents pivotal content for tomorrow's businesses as they attempt to build strong relationships with their customers.

Table of Contents

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



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