Includes bibliographical references and index

What is Marketing? --
The Emergence of Marketing Supremacy --
Production Orientation --
Sales Orientation --
Marketing Orientation --
Key Marketing Concepts --
The Marketing Mix --
The Marketing Environment --
Distinctive Characteristics of Not-for-Profit Marketing --
Toward Societal Marketing? --
Further Refinements in Marketing Thought --
Internal Marketing --
Network Marketing --
Relationship Marketing --
What Are Services? --
Distinguishing Features of a Service --
Intangibility --
Inseparability --
Variability --
Perishability --
Ownership --
Analysis of the Service Offer --
Goods As "Self Services" --
Classification of Services --
Marketable vs. Unmarketable Services --
Producer vs. Consumer Services --
Status of the Service in the Product Offering --
Tangible vs. Intangible Services --
Extent of Customer Involvement --
Degree of Variability --
Pattern of Service Delivery --
Pattern of Demand --
People-Based vs. Equipment-Based Services --
Significance of the Service to the Purchaser --
Further Differences between Goods and Services Marketing --
Differences Relating to Services Producers --
Differences Relating to the Marketing Environment --
The Emergence of the Service Economy --
The Problem of Measuring Services Activity --
Key Trends in the U.S. Economy --
International Comparisons --
The Service Sector As a Vehicle for Economic Growth --
The Service Product --
The Service Offer --
Analysis of the Service Offer --
The Core Service Level --
The Secondary Service Level --
Features --
Styling --
Packaging --
Branding --
Physical Evidence --
Service Delivery --
Process --
People --
Quality --
Customer Perception of Service Attributes --
Service Product Strategies --
Developing the Product Mix --
Product/Service Life Cycle Concept --
Difficulties in Applying the Life Cycle Concept --
New Service Development --
What Is Meant by a "New Service"? --
New Service Development Processes --
Service Deletion --
Managing the Service Encounter --
The Service Encounter --
Critical Incidents --
Blueprinting --
Role Playing --
The Customer-Producer Boundary --
The Role of Third-Party Producers in the Service Encounter --
Service Recovery --
The Role of Other Customers in the Service Encounter --
Industrializing the Service Encounter --
The Management of Customer Demand --
Managing Irregular Demand --
Managing Service Capacity --
Managing the Pattern of Customer Demand --
Waiting and Reservation Systems --
Buyer Behavior and Relationships with Customers --
Researching Buyer Behavior --
Researching the Decision Making Unit (DMU) --
Researching the Choice Set --
Models of Buyer Behavior --
Consumer and Organizational Buyer Behavior Compared --
Developing Relationships with Customers --
Strategies Used by Services Organizations to Develop Relationships with Customers --
Service Quality --
Defining Service Quality --
Researching Service Quality --
Regular Customer Surveys --
Customer Panels --
Transaction Analysis --
Perception Surveys --
Mystery Shoppers --
Analysis of Complaints --
Employee Research --
Similar Industry Studies --
Intermediary Research --
Comprehensive Expectation and Perception Studies --
Criticisms of SERVQUAL --
Setting Quality Standards --
Managing the Marketing Mix for Quality --
Organizing and Implementing Service Quality --
Total Quality Management --
Quality Circles --
Reducing Dependency on Human Resources --
Marketing and Human Resource Management --
The Importance of Personnel to the Service Offering --
What is Meant by Human Resource Management? --
Soft and Hard HRM Compared --
HRM and Its Relationship to Marketing --
Motivation, Consent, and Involvement --
Motivation --
Consent --
Moral Involvement --
The Flexible Firm --
Managing the Employment Relationship --
Recruitment --
Selection --
Training and Development --
Career Development --
Rewarding Staff --
Monitoring and Controlling Staff --
Industrial Relations --
Collective Bargaining --
Employee Relations --
Strategies to Increase Employee Participation --
Internal Marketing --
Reducing Dependency on Human Resources --
Making Services Accessible --
Service Location Decisions --
Flexibility in Production --
Flexibility in Consumption --
Service Location Models --
Reducing Locational Dependency --
The Role of Intermediaries in Distributing Services --
"Push" and "Pull" Relationships with Intermediaries --
Service Characteristics As an Influence on Channel Design --
Developing a Strategy for Intermediaries --
Direct Sale --
Selection of Intermediaries --
Service Agents --
Retail Outlets --
Service Wholesalers --
Franchised Service Distribution --
The Nature of a Franchise Agreement --
Franchise Development --
Franchising within the Not-for-Profit Sector --
Accessibility through Co-production --
Developments to Increase Accessibility --
Making the Tangible Components of the Service Offer Available to Consumers --
Physical Distribution Management --
Pricing of Services --
Organizational Influences on Pricing Decisions --
Profit Maximization --
Market Share Maximization --
Survival --
Social Objectives --
Factors Influencing Pricing Decisions --
"Cost Plus" Pricing --
The Problem of Cost Allocation --
Marginal Cost Pricing --
Demand-Based Pricing --
Competitor-Based Pricing --
Distortions to Market-Led Pricing Decisions --
Pricing in Noncompetitive Markets --
Regulation as a Factor Influencing Pricing Decisions --
Pricing Strategy --
New Service Pricing Strategy --
Price Skimming Strategy --
Saturation Pricing Strategy --
Evaluating Strategic Pricing Options --
Price Leader or Follower? --
Service Mix Pricing --
Price Bundling --
Tactical Pricing --
Particular Problems in Pricing Not-for-Profit Services --
Internal Market Pricing --
Promoting Services --
The Communication Process --
To Whom Is the Message Addressed? --
Audience Response --
Communication Source --
The Message --
Noise --
Psychological and Sociological Factors Influencing Message Reception --
Developing the Promotional Mix --
The Producer-Customer Interface of the Services Promotion Mix --
The Promotional Role of Employees --
The Promotional Role of Service Outlets --
Advertising and the Media --
Media Characteristics --
Media Selection Criteria --
Determining the Advertising Budget --
Developing the Advertising Campaign --
Sales Promotion --
The Role of Sales Promotion --
Sales Promotion Planning --
Sales Promotion Tools --
Personal Selling --
The Salesperson's Activities --
The Sales Presentation --
Direct Marketing --
Telemarketing --
Direct Mail --
Public Relations --
The Publics of Public Relations --
The Tools of Public Relations --
Sponsorship --
Managing Marketing Information --
The Importance of Marketing Information --
Marketing Information Systems --
The Situation Analysis --
Forward Planning with Marketing Research --
Major Uses of Research in Services Marketing --
Major Services Research Activities --
Setting Services Research Objectives --
The Marketing Research Industry and Its Processes --
Sources of Information --
Research Methods --
Data Collection --
Effects on Research Methods of Service Inseparability --
Market Segmentation and Marketing Research --
Information and Control Systems --
Setting Targets --
Measuring Performance --
Using Information for Control --
Marking it Happen: Managing Services Marketing --
Strategic Marketing Planning --
Strategic, Tactical, and Contingency Planning --
Giving Direction to the Marketing Effort --
Defining the Corporate Mission --
Setting Objectives --
Strategy Formulation --
Strategies for Competitive Advantage --
Growth Strategies --
Portfolio Planning --
Positioning Strategy --
Repositioning --
Marketing Management Frameworks --
The Internal Organization of a Marketing Department --
Functional Organization --
Geographical Organization --
Product Management Organization --
Market Management Organization --
Matrix Organization --
The Relationship between Marketing and Other Organizational Functions --
Improving Organizational Effectiveness for Marketing --
Marketing Management within the Not-for-Profit Sector --
International Marketing of Services --
The Importance of International Trade in Services --
Defining International Trade in Services --
Reasons for Occurrence of International Trade in Services --
Analyzing Opportunities for Overseas Development of Services --
The Overseas Marketing Environment --
The Political Environment --
The Economic Environment --
The Social and Cultural Environments --
The Demographic Environment --
The Technological Environment --
Sources of Information on Overseas Markets --
International Services Marketing Management --
Refining the Marketing Mix for Overseas Markets --
Product and Promotion Decisions --
Pricing Decisions --
Accessibility Decisions --
People Decisions --
Market Entry Strategies --
Direct Investment in Overseas Subsidiary --
Management Contracting --
Licensing / Franchising --
Joint Ventures.