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Book Categories |
| Preface | ||
| 1 | Introduction to Services | 3 |
| 2 | Key Competitive Trends and Conceptual Framework of the Book | 30 |
| 3 | Consumer Behavior in Services | 55 |
| 4 | Customer Expectations of Service | 75 |
| 5 | Customer Perceptions of Service | 102 |
| 6 | Understanding Customer Expectations Through Marketing Research | 135 |
| 7 | Building Customer Relationships Through Segmentation and Retention Strategies | 169 |
| 8 | Customer-Defined Service Standards | 203 |
| 9 | Leadership and Measurement Systems for Market-Driven Service Performance | 238 |
| 10 | Service Design and Positioning | 263 |
| 11 | Employees' Roles in Service Delivery | 301 |
| 12 | Delivering Service Through Intermediaries | 334 |
| 13 | Customers' Role in Service Delivery | 363 |
| 14 | Managing Demand and Capacity | 387 |
| 15 | International Services Marketing | 414 |
| 16 | The Role of Advertising, Personal Selling, and Other Communication | 449 |
| 17 | Pricing of Services | 482 |
| 18 | The Physical Evidence of Service | 516 |
| Index | 691 |
| Price | Condition | Delivery | Seller | Action |
| $187.21 | Digital |
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Add Services Marketing, Services Marketing, 6/e, is written for students and businesspeople who recognize the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view s, Services Marketing to the inventory that you are selling on WonderClubX
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Add Services Marketing, Services Marketing, 6/e, is written for students and businesspeople who recognize the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view s, Services Marketing to your collection on WonderClub |