Services Marketing

Services Marketing : A Strategic Approach

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In Services Marketing, Gon?alves uncovers and examines how the marketing of services differs from that of products. The text uses numerous cases and examples drawn from a variety of service settings to demonstrate and reinforce discussion of theoretical concepts. *Encompasses all of the major concepts basic to the understanding of services marketing. *Offers strong pedagogical support designed to aid both readers and instructors, including; - Examples - Cases - In-class exercises - Project ideas
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Product details

  • Paperback | 240 pages
  • 178 x 232 x 14mm | 340.19g
  • Pearson
  • United States
  • English
  • 0131065270
  • 9780131065277

Table of contents

I. BACKGROUND, INTRODUCTION TO SERVICES MARKETING. 1. A Definition of Services Marketing. 2. The Services Marketing Environment. 3. Classifying Service Businesses. II. THE SERVICES MARKETING MIX. 4. Unique Aspects of Services. 5. Pricing Strategies in Service Industries. 6. The Role of Distribution for Service Sector. 7. The Communications Mix. III. DEVELOPING AND IMPLEMENTING SERVICE STRATEGIES. 8. Segmentation, Targeting, and Positioning through Research. 9. Developing and Implementing Effective Services Strategies. 10. Services Marketing Beyond 2000. IV. CASES AND EXPERIENTIAL EXERCISES. 1. Euro Ceramics Corporation. 2. Bread & Circus Whole Foods Market. 3. Pay-Per-View Television. 4. Swifty's Instant Press. 5. The MFA Council. 6. Amy DoLittle, Marketing Consultant. 7. Hills Estates Condominiums. Index.
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