The primary objective of Services Marketing is to provide materials that not only introduce the student to the field of services marketing, but also acquaint the student with specific customer service issues. In addition to traditional business knowledge, the business world now demands. increasing employee competence in developing effective service processes, constructing meaningful servicescapes, customer satisfaction and service quality measurement, as well as service recovery skills that are essential in growing and sustaining the existing customer base.

Part I An Overview of Services Marketing
- Chapter 1
- Chapter 2
- Chapter 3
- Chapter 4

Part II The Tactical Services Marketing Mix
- Chapter 5
- Chapter 6
- Chapter 7
, ect.

Part III Implementing Successful Service Strategies
- Chapter 11
- Chapter 12
- Chapter 13
, ect.