9780078112102

Services Marketing: Integrating Customer Focus Across the Firm

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  • ISBN13:

    9780078112102

  • ISBN10:

    0078112109

  • Edition: 7th
  • Format: Hardcover
  • Copyright: 2017-03-13
  • Publisher: McGraw-Hill Education

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Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
  • The Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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 Service Marketing Communications

Chapter 15: Pricing of Services

Part 7: Service and the Bottom Line

Chapter 16: The Financial and Economic Impact of Service

CASES

 

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