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The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed. Essentials of Services Marketing, 3rd Edition, is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting global outlook with visual learning aids and clear language. It has been designed so that instructors can make selective use of chapters and cases to teach courses of different lengths and formats in either services marketing or services management.

Essentials of Services Marketing, Global Edition

• Title Page


• Copyright Page


• Brief Contents


• Dedication


• About the Authors


• Contents


• Preface


• Acknowledgments


• Part I: Understanding Service Markets, Products, and Customers


• 1. Introduction to Services Marketing


• Why Study Services?


• Services Dominate the Global Economy


• Most New Jobs Are Generated by Services


• Understanding Services Offers Personal Competitive Advantage


• What Are the Principal Industries of the Service Sector?


• Contribution to Gross Domestic Product


• Powerful Forces Are Transforming Service Markets


• B2B Services as a Core Engine of Economic Development


• What Are Services?


• Benefits without Ownership


• Defining Services


• Service Products versus Customer Service and After-Sales Service


• Four Broad Categories of Services?A Process Perspective


• People Processing


• Possession Processing


• Mental Stimulus Processing


• Information Processing


• Services Pose Distinct Marketing Challenges


• The 7 Ps of Services Marketing


• The Traditional Marketing Mix Applied to Services


• The Extended Services Marketing Mix for Managing the Customer Interface


• Marketing Must Be Integrated with Other Management Functions


• The Service?Profit Chain


• A Framework for Developing Effective Service Marketing Strategies


• 2. Consumer Behavior in a Services Context


• The Three-Stage Model of Service Consumption


• Pre-Purchase Stage


• Need Awareness


• Information Search


• Evaluation of Alternative Services


• Purchase Decision


• Service Encounter Stage


• Service Encounters Are ?Moments of Truth?


• Service Encounters Range from High Contact to Low Contact<