includes index

"Field of services -- service sector -- economic development in different waves -- growth of services -- state of services -- service failure: reasons -- need for marketing -- case study -- Nature of services -- what is service -- products, goods and services -- challenges of intangibility -- case study -- Services marketing mix -- value creation -- inadequacy of 4 Ps -- product -- price -- price in services -- pricing approaches -- price and customer value -- service promotion -- importance of communication -- issues in service promotion -- service distribution -- channel options -- service distribution strategy -- franchising -- service location -- distribution innovations -- case study -- Additional tools -- participants -- types of service personnel -- high contact and low contact services -- service personnel issues -- service profit chain -- physical evidence -- role of physical evience -- differentiation -- servicescapes -- internal response to servicescapes -- physical evidence strategy -- process -- understanding service process -- The service system -- goods system-marketing after -- the service system-marketing in the factory -- the functional conflicts -- anatomy of a service exchange -- nature of marketing, HR and operations functions -- marketing-human resources conflicts -- Service vision and strategy -- business with vision and mission -- mission and services -- service strategy -- Competitive differentiation -- commoditization -- strategy for differentiation -- competitive differentiation -- differentiation strategies -- Service quality -- what is quality? -- quality in services -- measuring service quality -- SERVQUAL system -- Demand and capacity alignment -- the service capacity -- demand and capacity interfaces -- strategies to deal with imbalances -- foreseeable imbalances -- capacity modification strategies -- Customer relationships -- importance of relationships -- customer satisfaction -- relationships in services -- importance of frontline -- relationship building -- relationship tools and strategies -- discriminate customers for relationships-e-CRM -- service branding -- Service recovery and empowerment -- things can go wrong -- customer feelings -- effective recovery -- recovery capability -- recovery service -- empowerment -- how to empower -- choice of approach -- empowered firm."