Services Marketing Management: A Strategic Perspective, 2nd Edition

1. The World of Services.

2. Fundamentals of Services Marketing Management.

3. Buyer Behaviour and Segmentation.

PART II: CREATING VALUE IN SERVICES.

4. Service Relationships and Brands.

5. Service Quality.

6. Market Strategies for Service Organisations.

7. Internationalising Services.

PART III: DELIVERING VALUE THROUGH THE ACTUAL SERVICE EXPERIENCE.

8. Services and E-services.

9. Service Innovation.

10. People, Process and Physical Evidence.

11. Creating the Service Experience: Place, Promotion and Price.

12. Implementation, Performance and Control.

Case Studies.

References.

Index.