Services Marketing

Part I: Understanding Service Products, Consumers, And Markets
1. Creating Value in the Service Economy
2. Understanding Service Consumers
3. Positioning Services in Competitive Markets
Part II: Applying the 4 Ps of Marketing to Services
4. Developing Service Products and Brands
5. Distributing Services Through Physical and Electronic Channels
6. Service Pricing and Revenue Management
7. Service Marketing Communications
Part III: Managing the Customer Interface
8. Designing Service Processes
9. Balancing Demand and Capacity
10. Crafting the Service Environment
11. Managing People for Service Advantage
Part IV: Developing Customer Relationships
12. Managing Relationships and Building Loyalty
13. Complaint Handling and Service Recovery
Part V: Striving for Service Excellence
14. Improving Service Quality and Productivity
15. Building a World-Class Service Organization
Part VI: Case Studies


Salient Features
a) The nature of the modern service economy, B2B services, outsourcing and offshoring are covered in
Chapter 1. The Service-Profit Chain, featured in Chapter 15 in the previous editions, has been moved
here to serve as a guiding framework for the book.
b) Chapter 7 is now tightly organized around the 5 Ws model, a new section on the services marketing
communications funnel has been added, and the coverage of new media (including social media, mobile
apps, and QR codes) is significantly expanded.
c) Chapter 8 has a new section on emotionprints, and covers service blueprinting in more detail.
d) Chapter 11 has new sections on a service-oriented culture, how to build a climate for service, effective
leadership in service organization, and leadership styles.
e) This book presents a global perspective, with examples carefully selected from America, Europe, and
Asia; for example, insurers eyeing an untapped Indian customer base after demonetization, Instagram
adding 100m users in four months, Ola criticizing Uber over 'predatory pricing' in India, mobile upstarts
(like Reliance Jio) innovating faster than oligopolies, reasons for the growth of flower subscription
services, etc.