Chapter One: What Is Services Marketing?
Chapter Two: The Service Offer
Chapter Three: The Service Encounter
Chapter Four: Services Buying Processes
Chapter Five: Relationship Marketing And Customer Loyalty
Chapter Six: Managing Knowledge
Chapter Seven: Service Positioning And Targeting
Chapter Eight: Service Quality
Chapter Nine: Making Services Accessible To Consumers
Chapter Ten: The Pricing Of Services
Chapter Eleven: Promoting Services
Chapter Twelve: The Marketing Impacts Of Services Employees
Chapter Thirteen: Managing Capacity
Chapter Fourteen: International Marketing Of Services
Chapter Fifteen: Full length case study: Circular
Distributors Marketing Services
Case list
*Old MacDonald had a farm-and a service business too
*New line in marketing mobile phones
*Creating a drama at TGI Fridays
*Coffee to go is no go for Israeli consumers
*Is there credit in a relationship?
*Click here for visitors to Carmarthenshire
*Will 3G phone promoters learn from Telepoint?
*To guarantee or not to guarantee?
*Dominos cooks up millionaire franchisees
*Manchester to London for GBP19 - or GBP286
*Co-op bank smiles with ethical promotion
*Direkt Anlage Bank AG
*Cultural change needed to manage hotel yields more effectively
*Call centres and data create hope for new service economy in less developed countries
