| | Preface | | |
| | Acknowledgements | | |
Part I | | Understanding Service Products, Consumers and Markets | | 2 |
Chapter 1 | | Introduction to Services Marketing | | 4 |
| | Why Study Services? | | 6 |
| | Services Dominate the Economy in Most Nations | | 6 |
| | Most New Jobs are Generated by Services | | 7 |
| | Powerful Forces are Transforming Services Markets | | 9 |
| | What are Services? | | 12 |
| | Services Offer Benefits Without Ownership | | 12 |
| | Four Broad Categories of Services | | 15 |
| | Definitions of Service | | 19 |
| | Services Pose Distinctive Marketing Challenges | | 20 |
| | Expanded Marketing Mix for Services | | 22 |
| | The Traditional Marketing Mix of 4Ps Applied to Services | | 22 |
| | The Extended Services Marketing Mix for Managing the Customer Interface | | 22 |
| | A Framework for Developing Effective Service Marketing Strategies | | 25 |
| | Understanding Service Products, Consumers and Markets | | 26 |
| | Applying the 4Ps to Services | | 26 |
| | Managing the Customer Interface | | 26 |
| | Implementing Profitable Service Strategies | | 27 |
| | Chapter Summary | | 28 |
Chapter 2 | | Consumer Behavior in a Services Context | | 32 |
| | Customer Decision Making: The Three-Stage Model of Service Consumption | | 34 |
| | Prepurchase Stage | | 35 |
| | Need Awareness | | 35 |
| | Information Search | | 35 |
| | Evaluation of Alternatives | | 36 |
| | More... | | |