Part I: AN OVERVIEW OF SERVICES MARKETING. 1. An Introduction to Services. 2. An Overview of the Services Sector. 3. Fundamental Differences between Goods and Services. 4. Consumer Decision Process in Services Marketing. 5. Ethical Issues in Services Marketing. Part II: SERVICE STRATEGY: MANAGING THE SERVICE ENCOUNTER. 6. Service Delivery Process. 7. The Pricing of Services. 8. Developing the Service Communications Mix. 9. Managing the Firm's Physical Evidence. 10. People Issues: Managing Service Employees. 11. People Issues: Managing Service Customers. Part III: ASSESSING AND IMPROVING SERVICE DELIVERY. 12. Defining and Measuring Customer Satisfaction. 13. Defining and Measuring Service Quality. 14. Service Failures and Recovery Strategies. 15. Customer Retention. 16. Putting the Pieces together: Creating the Seamless Service Firm.

SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES, 3rd Edition offers a managerial perspective of services marketing, with special emphasis on B2B services, technology, and global services. Briefer than competing textbooks, this text also includes cases to further illustrate concepts and offers unique coverage on creating the seamless service firm to support a customer-focused organizational culture.