Table of Content

Part I: Understanding Service Markets, Products, and Customers Chapter 1 Introduction to Services Marketing Chapter 2 Consumer Behavior in a Services Context Chapter 3 Positioning Services in Competitive Markets Part II: Applying the 4 Ps of Marketing to Services Chapter 4 Developing Service Products and Brands 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 III: Managing the Customer Interface Chapter 8 Designing Service Processes Chapter 9 Balancing Demand and Capacity Chapter 10 Crafting the Service Environment Chapter 11 Managing People for Service Advantage Part IV: Developing Customer Relationships 389 Chapter 12 Managing Relationships and Building Loyalty Chapter 13 Complaint Handling and Service Recovery Part V: Striving for Service Excellence Chapter 14 Improving Service Quality and Productivity Chapter 15 Building a World-Class Service Organization Part VI: Cases

Salient Features

The book uses a systematic learning approach. Each chapter has clear learning objectives, an organizing framework that provides a quick overview of the chapter's contents and line of argument, and chapter summaries in bullet form that condense the core concepts and messages of each chapter. Opening vignettes and boxed inserts within the chapters are designed to capture student interest and provide opportunities for in-class discussions. They describe significant research findings, illustrate practical applications of important service marketing concepts, and describe best practices by innovative service organizations. Contains the most relevant contexts of services marketing based on the Indian perspective in the form of relevant examples, theoretical questions, practical exercises, activities and references. A simple demonstration of concepts with appropriate figures/images for better understanding. The book also shares an overview of other global services marketing aspects along with examples in a lucid manner.