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Services Marketing Management
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Table of Contents

PART I: UNDERSTANDING VALUE CREATION IN SERVICES.

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.

About the Author

Hans Kasper is Professor of Services and Retail Management at Maastricht University and Director of Etil bv. Piet van Helsdingen is Lecturer of Services Marketing at the Vrije Universiteit and a management trainer and consultant on service concepts in Amsterdam.Mark Gabbott is Professor of Marketing, Head of the Department of Marketing and Deputy Dean, Faculty of Business and Economics at Monash University.

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