Services Marketing David L. Kurtz Kenneth E. Clow 560 Pages, Cloth, 1997 ISBN: 0-471-18034-3

PART I. MARKETING

Chapter 1. Introduction to Services Marketing
Chapter 2. The Purchase Process for Services
Chapter 3. Consumer Expectations of Services
Chapter 4. Service Quality

PART II. MANAGING THE SERVICE OUTCOME

Chapter 5. Operations
Chapter 6. People
Chapter 7. Environment
Chapter 8. Pricing
Chapter 9. Distribution

PART III. SERVICES STRATEGIES

Chapter 10. Competitive Marketing Strategies
Chapter 11. Managing Supply, Demand, and Productivity
Chapter 12. Customer Retention
Chapter 13. An Integrated Communications Program

Chapter 1. Introduction to Services Marketing
Chapter 2. The Purchase Process for Services
Chapter 3. Consumer Expectations of Services
Chapter 4. Service Quality

PART II. MANAGING THE SERVICE OUTCOME

Chapter 5. Operations
Chapter 6. People
Chapter 7. Environment
Chapter 8. Pricing
Chapter 9. Distribution

PART III. SERVICES STRATEGIES

Chapter 10. Competitive Marketing Strategies
Chapter 11. Managing Supply, Demand, and Productivity
Chapter 12. Customer Retention
Chapter 13. An Integrated Communications Program

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