Services dominate the expanding world economy as never before, and technology continues to evolve in dramatic ways. Nothing is standing still. Established industries and their often famous and old companies decline and may even disappear as new business models and industries emerge. Competitive activity is fierce, with firms often employing new strategies and tactics in response to customers’ ever changing needs, expectations, and behaviors. This book has been written in response to the global transformation of our economies to services. Clearly, the skills in marketing and managing services have never been more important!

    As the field of services marketing has evolved, so too has this book, with each successive edition representing a significant revision over its predecessor. The new, 7th edition is no exception. You can be confident that it captures the reality of today’s world, incorporates recent academic and managerial thinking, and illustrates cutting edge service concepts.

Part 1 Understanding Service Products, Consumers, and Markets
Chapter 1 New Perspectives on Marketing in the Service Economy
Chapter 2 Consumer Behavior in a Services Context
Chapter 3 Positioning Services in Competitive markets

Part 2 Applying the 4 Ps of Marketing to Services
Chapter 4 Developing Service Products: Core and Supplementary Elements
Chapter 5 Distributing Services Through Physical and Electronic Channels
Chapter 6 Setting Prices and Implementing Revenue Management
Chapter 7 Promoting Services and Educating Customers

Part 3 managing the Customer Interface
Chapter 8 Designing and Managing Services Processes
Chapter 9 Balancing Demand and Productive Capacity
Chapter 10 Crafting the Service Environment
Chapter 11 Managing People for Service Advantage

Part 4 Implementing Profitable Service Strategies
Chapter 12 managing Relationships and Building Loyalty
Chapter 13 complaint Handling and Service Recovery
Chapter 14 Improving Service Quality and Productivity
Chapter 15 Striving for Service Leadership

- Cases