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The fundamentals of services marketing presented in a strategic marketing framework.
Organized around a strategic marketing framework Services Marketing guides readers 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.
"synopsis" may belong to another edition of this title.
Combining conceptual rigor with real-world examples and practical applications, this combination text/reader/casebook explores both concepts and techniques of marketing for an exceptionally broad range of service categories and industries.From the Back Cover:
Services Marketingguides readers into the consumer and competitive environments of services marketing through its strategic marketing framework.
New Perspectives on Marketing in the Service Economy; Consumer Behavior in a Services Context; Positioning Services in Competitive Markets; Developing Service Products: Core and Supplementary Elements; Distributing Services through Physical and Electronic Channels; Setting Prices and Implementing Revenue Management; Promoting Services and Educating Customers; Designing and Managing Service Processes; Balancing Demand and Productive Capacity; Crafting the Service Environment; Managing People for Service Advantage; Managing Relationships and Building Loyalty; Complaint Handling and Service Recovery; Improving Service Quality and Productivity; Striving for Service Leadership
MARKET: For professionals with a career in marketing, service-oriented industries, corporate communication, advertising, and/or public relations.
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