About the book

Offering a comprehensive view of a field that is evolving at an unprecedented pace, Essentials of Services Marketing, Third Edition, is a concise, reader-friendly guide to marketing and managing services. Encompassing pioneering service concepts and the latest developments, academic research as well as managerial insights, this book combines a practical, real-world focus with rich visual pedagogy to present an engaging and exciting look at the world of the service economy.

Contents:

Part I: Understanding Service Markets, Products, and Customers

Chapter 1: Introduction to Services Marketing

Chapter 2: Consumer Behavior in a Services Context

Chapter 3: Positioning Services in Competitive Markets

Part II: Applying the 4 Ps of Marketing to Services

Chapter 4: Developing Service Products and Brands

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 Service Processes

Chapter 9: Balancing Demand and Capacity

Chapter 10: Crafting the Service Environment

Chapter 11: Managing People for Service Advantage

Part IV: Developing Customer Relationships 389

Chapter 12: Managing Relationships and Building Loyalty

Chapter 13: Complaint Handling and Service Recovery

Part V: Striving for Service Excellence

Chapter 14: Improving Service Quality and Productivity

Chapter 15: Building a World-Class Service Organization

Part VI: Cases