Description
Book SynopsisNow in its seventh edition,
Principles of Services Marketing has been revised and updated throughout toreflect the most recent developments in this fast-moving and exciting sector. With a stronger emphasis onemerging and global economies, itâs been restructured to give clearer focus on key issues of efficiency,accessibility and customer experience. This authoritative text develops an indispensable framework forunderstanding services, their effective marketing and how this drives value creation.
Key Features
âOpening vignettes introduce a chapterâs key themes with short examples that present topics in familiar, everyday scenarios students can relate to
âLonger case studies feature well-known companies and provide an opportunity to analyse real-life scenarios and apply understanding
ââIn Practiceâ vignettes drawn from services organizations from around the world and how services are delivered and experienced by customers
ââThinking Around the Subjectâ box
Table of Contents
1. What is services marketing?
2. Services systems
3. Managing the customer experience
4. Making services accessible to consumers
5. Relationships, partnerships and networks
6. Understanding services buyer behavior
7. Innovation and new service development
8. Developing service brands
9. Service quality
10. Engaging employees in service delivery
11. The pricing of services
12. Yield management: matching capacity with demand
13. Managing communications
14. Globalized services marketing
