The primary objective of Services Marketing: Concepts, Strategies, and Cases is to provide materials that not only introduce you to the field of services marketing but also acquaint you with specific customer service issues. The business world now demands, in addition to traditional business knowledge, increasing employee competence in customer satisfaction, service quality, and customer service, skills that are essential in growning and sustaining the existing customer base.
The third edition of Servies Marketing: Concepts, Strategies, and Cases purposely examines the use of services marketing as a competitive weapon from a broader perpective. Consequently, we view services marketing not only as a marketing tool for service firms, but also as a means of competitive advantage for those companies that market products on the tangible dominant side of the continuum. As a result, business examples used throughout the text reflect a wide array of firms representing the nine service economy supersectors including education and health services, financial activities, government, information, leisure and hospitality, professional and business services, transportation and utilities, wholesale and retail trade, and other services.
Part 1 An Overview of Services Marketing
Part 2 Service Strategy: Managing The Service Experience
Part 3 Assessing and Improvig Service Delivery
Part 4 Cases