Services Marketing: Global Edition, 7/e

For undergraduate courses in Service Marketing

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

The fundamentals of services marketing presented in a strategic marketing framework.

Organized around a strategic marketing framework Services Marketing provides instructors with maximum flexibility in teaching while guiding students 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.

Inhalt

PART I - UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS

Chapter 1: New Perspectives on Marketing in the Service Economy

Chapter 2: Consumer Behavior in a Services Context

Chapter 3: Positioning Services in Competitive Markets

PART II - APPLYING THE 4Ps OF MARKETING TO SERVICES

Chapter 4: Developing Service Products: Core and Supplementary Elements

Chapter 5: Distributing Services through Physical and Electronic Channels

Chapter 6: Setting Prices and Implementing Revenue Management

Chapter 7: Promoting Services and Educating Customers

PART III - MANAGING THE CUSTOMER INTERFACE

Chapter 8: Designing and Managing Service Processes

Chapter 9: Balancing Demand and Productive Capacity

Chapter 10: Crafting the Service Environment

Chapter 11: Managing People for Service Advantage

PART IV - IMPLEMENTING PROFITABLE SERVICE STRATEGIES

Chapter 12: Managing Relationships and Building Loyalty

Chapter 13: Complaint Handling and Service Recovery

Chapter 14: Improving Service Quality and Productivity

Chapter 15: Striving for Service Leadership