Modern Marketing of Services : Principles and Techniques
Contents: Foreword. Preface. 1. Marketing of services: an introduction. 2. Managing demand for services. 3. Different aspects of yield management. 4. Understanding the framework for service marketing management. 5. Positioning and focusing. 6. Knowledge of buyer behaviour in services. 7. Customer expectations and identifying customer groups in services. 8. Customers' perception and the service quality. 9. Building customer relationships. 10. Understanding the service guarantees. 11. Understanding the different aspects of service recovery. 12. Understanding the complaint management. 13. Creating, delivering and service development and design. 14. Understanding the customer defined service standards. 15. Aspects related with physical evidence and the servicescape. 16. Focusing on Employees' role and empowerment in service delivery. 17. Focusing on customers' role in service delivery. 18. Intermediaries and electronic channels. 19. The role of communications in services. 20. Understanding costs and pricing strategies. 21. Measurement of benefits of services. 22. Globalisation of marketing of services. Glossary. Index.
"Modern marketing of services offers key insights into the marketing today. The main theme of marketing of services is to focus attention on the specific questions which must be addressed in designing and implementing successful marketing programmes within any service organisations. This book represents an excellent source of information on marketing of services for all students of marketing and marketing managers, administrative and other professional persons.
The text includes many features that enhances students' ability to learn. The language of this book is very lucid, simple and racy. This book provides a comprehensive overview of the development of services marketing theory and management within a highly practical and accessible format. Current issues in areas such as service quality, customer care, internal marketing and relationship marketing are explored in detail." (jacket)
