Contents: 1. Concept of Service. 2. Service Characterristics. 3. Service Expectations. 4. The service Product. 5. Service Location. 6. Pricing for Services. 7. Promotion Services. 8. The service Process. 9. Physical Evidence. 10. People and Services. 11. Internal Versus External Marketing. 12. Service Design. 13. Service Demand and Supply. 14. The service Delivery. 15. Service Quality. 16. Service Performance and Measurement. 17. Services Mix Scenario. 18. Service Employees and Internal Marketing. 19. Customer Management and Service Gurantees. 20. Customer Retention and Relatioship Marketing. 21. Service Leadership. 22. Service Profitability and Productivity. 23. Internal Marketing Services. 24. Case Studies.
