Table of Content
PART I Understanding Service Products, Consumers, and Markets
New Perspectives on Marketing in the Service Economy
Consumer Behavior in a Services Context
Positioning Services in Competitive Markets
PART II Applying the 4 Ps of Marketing to Services
Developing Service Products: Core and Supplementary Elements
Distributing Services through Physical and Electronic Channels
Setting Prices and Implementing Revenue Management
Promoting Services and Educating Customers
PART III Managing the Customer Interface
Designing and Managing Service Processes
Balancing Demand and Productive Capacity
Crafting the Service Environment
Managing People for Service Advantage
PART IV Implementing Profitable Service Strategies
Managing Relationships and Building Loyalty
Complaint Handling and Service Recovery
Improving Service Quality and Productivity
Striving for Service Leadership
CASES
Sullivan Ford Auto World
Four Customers in Search of Solutions
Dr. Beckett’s Dental Office
Starbucks: Delivering Customer Service
Giordano: Positioning for International Expansion
MakeMyTrip.com
Jollibee Foods Corporation
The Accra Beach Hotel: Block Booking of Capacity During a Peak Period
Marketing Strategy for a Media Service: The Case of Radio Spicy— An Intern’s Report
CompuMentor and the DiscounTech.org Service
Creating an Earned-Income Venture for a Nonprofit Organization
Dr Mahalee Goes to London
Revenue Management of Gondolas: Maintaining the Balance Between Tradition and Revenue
The Way Ahead for MANTIS
Hilton HHonors Worldwide: Loyalty Wars
The Accellion Service Guarantee
Shouldice Hospital Limited (Abridged)
Massachusetts Audubon Society
TLContact: CarePages Service (A)

Organized around a strategic marketing framework, Services Marketing provides with maximum flexibility for instructors in structuring the course for teaching and at the same time guiding students into the consumer and competitive environments in services marketing. The marketing framework has been restructured for this edition to reflect the current services marketing scene. The examples of practical application of concepts help in bridging the gap between theory and practice. It has a strongly managerial perspective, but is rooted in solid recent academic research. Salient Features
Revised Framework: Gets students to build on their principles of marketing knowledge
New Coverage of Technology: Shows students to use new social media outlets like the Internet-based strategies and biometrics, search-engine optimization, Twitter, and M-commerce
New Cases: Encourages concept application. Examples include:
Case on Radio Spicy
Case on Mantis
Opening Vignettes: Provide students with a snapshot of the coming chapter
Three Types of Boxed Inserts: Present topics for classroom discussion
Best Practice in Action–demonstrates the application of best practices
Research Insights–presents summaries of relevant and often provocative academic research
Service Perspectives–offers in-depth examples that illustrate key concepts