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Services Marketing - Detailed Table of Contents

Chapter Title No. of Pages

                    Part - I          Introduction to Services Marketing
Understanding Services Chapter 1 Details/Summary 20
The Nature of Services Marketing Chapter 2 Details/Summary 16

                    Part - II          The Customer Experience
Consumer Behavior Chapter 3 Details/Summary 14
Customer Expectations and Perceptions Chapter 4 Details/Summary 19
Listening to Customers Chapter 5 Details/Summary 17

                    Part - III          Strategic Issues in Services Marketing
Market Segmentation and Targeting Chapter 6 Details/Summary 19
Positioning and Differentiation of Services Chapter 7 Details/Summary 14
Managing Demand and Capacity Chapter 8 Details/Summary 17

                    Part - IV          Services and the Marketing Mix
The Marketing Mix Elements Chapter 9 Details/Summary 10
Product : Packaging the Service Chapter 10 Details/Summary 15
Pricing Services Chapter 11 Details/Summary 14
Promotion and Communication of Services Chapter 12 Details/Summary 17
Place in Services Chapter 13 Details/Summary 15
People in Services Chapter 14 Details/Summary 11
Process in Services Chapter 15 Details/Summary 13
Physical Evidence Chapter 16 Details/Summary 11

                    Part - V          Maximizing Services Marketing Potential
Relationship Marketing Chapter 17 Details/Summary 21
Internal Marketing Chapter 18 Details/Summary 12
Supplementary Services Chapter 19 Details/Summary 12

                    Part - VI          Challenges for Senior Management
Developing and Managing the Customer-Service Function Chapter 20 Details/Summary 16
Marketing Planning for Services Chapter 21 Details/Summary 14
Service Quality Chapter 22 Details/Summary 14
Globalization of Services Chapter 23 Details/Summary 18

                    Part - VII          Marketing Services - Specific industries
Tourism & Travel Services Marketing Chapter 24 Details/Summary 21
Marketing of Financial Services Chapter 25 Details/Summary 28
Communication and Information Services Marketing Chapter 26 Details/Summary 21
Media Services Marketing Chapter 27 Details/Summary 28
Professional Services Marketing Chapter 28 Details/Summary 39
Marketing of Education Services Chapter 29 Details/Summary 14
Charities Marketing Chapter 30 Details/Summary 14



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