Services Marketing
ISBN: 9780073380933 | 0073380938
Edition: 5thFormat: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 5/23/2008
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Dwayne D. Gremler is Professor of Marketing at Bowling Green State University.
Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book's content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service strategies for competitive advantage across industries. Hence, frameworks for customer-focused management, and strategies for increasing cu... MORE
Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book's content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service strategies for competitive advantage across industries. Hence, frameworks for customer-focused management, and strategies for increasing cu... MORE
| Foundations for Services Marketing | |
| Introduction to Services | |
| Conceptual Framework of the Book: The Gaps Model of Service Quality | |
| Focus on the Customer | |
| Consumer Behavior in Services | |
| Customer Expectations of Service | |
| Customer Perceptions of Service | |
| Understanding Customer Requirements | |
| Listening to Customers Through Research | ... MORE |
| Building Customer Relationships | |
| Service Recovery | |
| Aligning Service Design and Standards | |
| Service Development and Design | |
| Customer-Defined Service Standards | |
| Physical Evidence and the Servicescape | |
| Delivering and Performing Service | |
| Employees' Roles in Service Delivery | |
| Customers' Roles in Service Delivery | |
| Delivering Service Through Intermediaries and Electronic Channels | |
| Managing Demand and Capacity | |
| Managing Service Promises | |
| Integrated Services Marketing Communications | |
| Pricing of Services | |
| Service and the Bottom Line | |
| The Financial and Economic Impact of Service | |
| Cases | |
| Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
