Services Marketing: Integrating Customer Focus Across the Firm7th Edition
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
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For instructors looking for more time to discuss cases and current happenings in service marketing, the auto-graded SmartBook ensures foundational content coverage before students come to class. SmartBook personalizes content to meet each learner, maximizing the time students spend preparing for class while also drastically reducing the time instructors spend on class preparation and grading.Learn More
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incorporates company examples and strategies for addressing issues in every chapter.
New or improved global, technology, and strategic service features
in nearly every chapter; updated data in key charts and examples throughout.
Increased coverage of service dominant logic and service logic
the two current logics of marketing focusing on customers as creators and co-creators of value and value in use.
Focus on digital and social marketing
in the communication chapter as well as greater coverage and examples throughout.
Increased coverage of Big Data
as a source of customer information and data analytics as a service.
More discussion and examples of strategic service initiatives and service business models in business-to-business firms
including the trend toward service infusion in goods-dominant companies.
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