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Examine the use of services marketing as a competitive tool from a uniquely broad perspective with SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES, 5E. Using a reader-friendly, streamlined structure, this book explores services marketing not only as an essential focus for service firms, but also as a competitive advantage for companies that market tangible products. Real examples feature businesses from industries both within and beyond the nine service economy supersectors: education and health services, financial activities, government, information, leisure and hospitality, professional and business services, transportation and utilities, wholesale and retail trade, and "other services." Cutting-edge data addresses current issues, such as sustainability, technology, and the global market, give you valuable insights for business success. A new online format additional features and flexibility to keep you up to date with the latest advances.

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Part I: AN OVERVIEW OF SERVICES MARKETING. 1. An Introduction to Services. 2. The Service Sector: Supersectors and Ethical Considerations. 3. Fundamental Differences between Goods and Services. 4. Services Consumer Behavior. Part II: THE TACTICAL SERVICES MARKETING MIX 5. The Service Delivery Process. 6. The Pricing of Services. 7. Developing the Service Communication Strategy. 8. Managing the Firm´s Physical Evidence. 9. People as Strategy: Managing Service Employees. 10. People as Strategy: Managing Service Consumers. Part III: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES 11. Defining and Measuring Customer Satisfaction. 12. Defining and Measuring Service Quality. 13. Complaint & Service Recovery Management. 14. Customer Loyalty & Retention. 15. Pulling the Pieces together: Creating a World Class Service Culture.

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