| CONTENTS
Chapter 1
- Introduction to Services Marketing
Chapter 2
- Consumer Behavior in Service Encounters
Chapter 3
- Positioning Services in Competitive Markets
Chapter 4
- Creating the Service Product
Chapter 5
- Designing the Communications Mix for Services
Chapter 6
- Pricing and Revenue Management
Chapter 7 - Distributing Services
Chapter 8 - Designing and Managing
Service Processes
Chapter 9
- Balancing Demand and
Capacity
Chapter 10 - Planning the Service
Environment
Chapter 11
- Managing People for Service Advantage
Chapter 12
- Managing Relationships and Building Loyalty
Chapter 13
- Customer Feedback and
Service Recovery
Chapter 14
- Improving Service Quality
and Productivity
Chapter 15 - Organizing for Service
Leadership |
