Principles of Services Marketing

Abstract

Chapter One: What Is Services Marketing? Chapter Two: The Service Offer Chapter Three: The Service Encounter Chapter Four: Services Buying Processes Chapter Five: Relationship Marketing And Customer Loyalty Chapter Six: Managing Knowledge Chapter Seven: Service Positioning And Targeting Chapter Eight: Service Quality Chapter Nine: Making Services Accessible To Consumers Chapter Ten: The Pricing Of Services Chapter Eleven: Promoting Services Chapter Twelve: The Marketing Impacts Of Services Employees Chapter Thirteen: Managing Capacity Chapter Fourteen: International Marketing Of Services Chapter Fifteen: Full iength case study: Circular Distributors Marketing Services Case list Old MacDonald had a farm-and a service business too New line in marketing mobile phones Creating a drama at TGI Fridays Coffee to go is no go for Israell consumers Is there credit in a relationship? Click here for visitors to Carmarthenshire Will 3G phone promoters learn from Telepoint? To guarantee or not to guarantee? Dominos cooks up millionaire franchisees: Manchester to London for [pound]19 - or [pound]286: Co-op bank smiles with ethical promotion Direkt Anlage Bank AG Cultural change needed to manage hotel yields more effectively Call centres and data create hope for new service economy in less developed countries

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