Essentials of Services Marketing

<p></p> <h3> PART I — UNDERSTANDING SERVICEPRODUCTS, CONSUMERS, AND MARKETS</h3> <ul> <li>Chapter 1: Introduction to Services Marketing</li> <li>Chapter 2: Consumer Behavior in a Services Context</li> <li>Chapter 3: Positioning Services in Competitive Markets</li> </ul> <h3> PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES</h3> <ul> <li>Chapter 4: Developing Service Products and Brands</li> <li>Chapter 5: Distributing Services through Physical and Electronic Channels</li> <li>Chapter 6: Setting Prices and Implementing Revenue Management</li> <li>Chapter 7: Promoting Services and Educating Customers</li> </ul> <h3> PART III — DESIGNING AND MANAGING THE CUSTOMER INTERFACE</h3> <ul> <li>Chapter 8: Designing Service Processes</li> <li>Chapter 9: Balancing Demand and Capacity</li> <li>Chapter 10: Crafting the Service Environment</li> <li>Chapter 11: Managing People for Service Advantage</li> </ul> <h3>PART IV — DEVELOPING CUSTOMER RELATIONSHIPS</h3> <ul> <li>Chapter 12: Managing Relationships and Building Loyalty</li> <li>Chapter 13: Complaint Handling and Service Recovery</li> </ul> <h3> PART V — STRIVING FOR SERVICE EXCELLENCE</h3> <ul> <li>Chapter 14: Improving Service Quality and Productivity</li> <li>Chapter 15: Building a World-Class Service Organization</li> </ul> <h3> PART VI — CASE STUDIES</h3> <ul> <li>Case 1 Sullivan Ford Auto World</li> <li>Case 2 Susan Munro, Service Consumer</li> <li>Case 3 Dr. Beckett’s Dental Office</li> <li>Case 4 Uber's Unintended Burdens</li> <li>Case 5 Kiwi Experience</li> <li>Case 6 The Accra Beach Hotel: Block Booking of Capacity during a Peak Period</li> <li>Case 7 Revenue Management at The View</li> <li>Case 8 Aussie Pooch Mobile</li> <li>Case 9 Service Robots in the Frontline: How Will Aarion Bank’s Customers Respond?</li> <li>Case 10 Digital Luxury Services: Tradition versus Innovation in Luxury Fashion</li> <li>Case 11 National Library Board Singapore: Delivering Cost-Effective Service Excellence through Innovation and People</li> <li>Case 12 Red Lobster</li> <li>Case 13 Banyan Tree: Branding the Intangible</li> <li>Case 14 Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence</li> <li>Case 15 Menton Bank</li> <li>Case 16 Dr. Mahalee Goes to London: Global Client Management</li> <li>Case 17 Platform vs Pipeline Business Models: Are Airbnb and Marriott Right to Move into Each Other’s Turf?</li> <li>Case 18 The Royal Dining Membership Program Dilemma</li> </ul> <p></p>