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Services Marketing


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Table of Contents

Part 1 Understanding the nature of service products and markets 1 Marketing in the service economy 2 Customer behaviour, culture and service encounters 3 Positioning services in competitive markets 67 Part 2 Building the service model and creating customer value 4 Developing service products: core and supplementary service elements 5 Distributing services through physical and electronic channels 6 Understanding costs and developing pricing strategy 7 Balancing productive capacity and demand 8 Integrated services marketing communications 9 Managing people for service advantage 10 Crafting the service environment Part 3 Challenges for senior management 11 Managing the customer service function 12 Customer satisfaction and service quality 13 Managing relationships and building loyalty 14 Handling customer complaints and managing service recovery Part 4 Cases Download the detailed Contents List. (107 Kb)

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