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For undergraduate courses in Service Marketing

This title is a Pearson Global Edition.

The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

The fundamentals of services marketing presented in a strategic marketing framework.

Organized around a strategic marketing framework Services Marketing provides instructors with maximum flexibility in teaching while guiding students into the c***umer and competitive environments in services marketing.

The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.

PART I - UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS

　Chapter 1: New Perspectives on Marketing in the Service Economy

　Chapter 2: C***umer Behavior in a Services Context

　Chapter 3: Positioning Services in Competitive Markets

PART II - APPLYING THE 4Ps OF MARKETING TO SERVICES

　Chapter 4: Developing Service Products: Core and Supplementary Elements

　Chapter 5: Distributing Services through Physical and Electronic Channels

　Chapter 6: Setting Prices and Implementing Revenue Management

　Chapter 7: Promoting Services and Educating Customers

PART III - MANAGING THE CUSTOMER INTE***CE

　Chapter 8: Designing and Managing Service Processes

　Chapter 9: Balancing Demand and Productive Capacity

　Chapter 10: Crafting the Service Environment

　Chapter 11: Managing People for Service Advantage

PART IV - IMPLEMENTING PROFITABLE SERVICE STRATEGIES

　Chapter 12: Managing Relati***hips and Building Loyalty

　Chapter 13: Complaint Handling and Service Recovery

　Chapter 14: Improving Service Quality and Productivity

　Chapter 15: Striving for Service Leadership

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