Services Marketing: Integrating Customer Focus Across the Firm https://www.mheducation.com/cover-images/Jpeg_250-high/0078112109.jpeg?404URL=https://shop.mheducation.com/mhshopweb/images/no_cover_140.png
- Connect: A highly reliable, easy-to-use homework and learning management solution that embeds learning science and award-winning adaptive tools to improve student results.  
- Maintains a managerial focus by incorporating company examples and strategies for addressing issues in every chapter. 
- Includes increased coverage of new business model examples such as Airbnb, Uber, OpenTable, Mint/Intuit, and others, alongside greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service.

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Table of Contents

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Program Details

Part 1: Foundations for Services Marketing

Chapter 1: Introduction to Services

Chapter 2: Conceptual Framework of the Book: The Gaps Model of Service Quality

Part 2: Focus on the Customer

Chapter 3: Customer Expectations of Service

Chapter 4: Customer Perceptions of Service

Part 3: Understanding Customer Requirements

Chapter 5: Listening to Customers through Research

Chapter 6: Building Customer Relationships

Chapter 7: Service Recovery

Part 4: Aligning Service Design and Standards

Chapter 8: Service Innovation and Design

Chapter 9: Customer-Defined Service Standards

Chapter 10: Physical Evidence and the Servicescape

Part 5: Delivering and Performing Service

Chapter 11: Employees' Roles in Service Delivery

Chapter 12: Customers' Roles in Service Delivery

Chapter 13: Managing Demand and Capacity

Part 6: Managing Service Promises

Chapter 14: Integrated Service Marketing Communications

Chapter 15: Pricing of Services

Part 7: Service and the Bottom Line

Chapter 16: The Financial and Economic Impact of Service

CASES