Service organization differ in many important respect from manufacturing business, requiring a distinctive approach to planning and implementing marketing strategy. There are 14 chapters. Two basic types of readings are (1) State-of-the-art concepts and strategic insights, presented by leading academics and practitioners and (2) descriptions of innovative practice adopted in recent years by successful sevice firms. Then finally, 16 cases of varying lengths and levels of difficulty, covering a wide array of industries and marketing situations. The book is divided into 4 parts :
Parts 1 : Understanding sevices , the subjects are : distinctive aspects of service marketing, developing frameorks for analysing services and the customer experience.
Parts 2 : Strategic Issues in Services Marketing , includes chapter such as positioning a services in the marketplace, managing demand, targeting customers and building relationships. Also some reading of Visa, measuring marketing success and service positioning through structural change.
Parts 3 : Tools for service marketers. Includes chapter such as creating and delivering services . adding value to core products with supplementary services, etc.
Parts 4 : Challenges for Senior Management. This parts have chapters such as Enhancing value by improving quality and productivity and globalizing sevices marketing.