Services Marketing: People, Technology, Strategy
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Brief Contents
About the Authors
Preface
Acknowledgments
PART I: UNDERSTANDING SERVICE PRODUCTS, MARKETS, AND CUSTOMERS
- Creating Value in the Service Economy
- Understanding Service Consumers
- Positioning Services in Competitive Markets
PART II: APPLYING THE 4 PS OF MARKETING TO ERVICES
- Developing Service Products and Brands
- Distributing Services Through Physical and Electronic Channels
- Service Pricing and Revenue Management
- Service Marketing Communications
PART III: MANAGING THE CUSTOMER INTERFACE
- Designing Service Processes
- Balancing Demand and Capacity
- Crafting the Service Environment
- Managing People for Service Advantage
PART IV: DEVELOPING CUSTOMER RELATIONSHIPS
- Managing Relationships and Building Loyalty
- Complaint Handling and Service Recovery
PART V: STRIVING FOR SERVICE EXCELLENCE
- Improving Service Quality and Productivity
- Building a World-Class Service Organization
PART VI: CASE STUDIES
Name Index
Subject Index
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