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Full Description
Examine the use of services marketing as a competitive tool from a uniquely broad perspective with SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES, 5E. Using a reader-friendly, streamlined structure, this book explores services marketing not only as an essential focus for service firms, but also as a competitive advantage for companies that market tangible products. Real examples feature businesses from industries both within and beyond the nine service economy supersectors: education and health services, financial activities, government, information, leisure and hospitality, professional and business services, transportation and utilities, wholesale and retail trade, and "other services." Cutting-edge data addresses current issues, such as sustainability, technology, and the global market, give you valuable insights for business success. A new online format additional features and flexibility to keep you up to date with the latest advances.
Contents
Part I1. An Introduction to Services.2. The Service Sector: Supersectors and Ethical Considerations.3. Fundamental Differences between Goods and Services.4. Services Consumer Behavior.Part II: THE TACTICAL SERVICES MARKETING MIX5. The Service Delivery Process.6. The Pricing of Services.7. Developing the Service Communication Strategy.8. Managing the Firm's Physical Evidence.9. People as Strategy: Managing Service Employees.10. People as Strategy: Managing Service Consumers.Part III: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES11. Defining and Measuring Customer Satisfaction.12. Defining and Measuring Service Quality.13. Complaint & Service Recovery Management.14. Customer Loyalty & Retention.15. Pulling the Pieces together: Creating a World Class Service Culture.
