This comprehensive book lucidly explains how services are conceptualized, designed and managed, while providing a clear understanding of the multi-dimensional nature of the sector. Addressing in detail the critical question of services management, the author provides an in-depth exposition of how services are managed from within service organizations and from a managerial perspective as well. The book also analyses several different service contexts such as financial services, tourism, charities and museums.
I. UNDERLYING THEMES
Underpinning Concepts of Services Marketing Management
Evaluation and Measurement of Services
II. MANAGING SERVICES: Services Marketing in Specific Contexts—the For-Profit Sector
Services Marketing in Specific Contexts—the Not-For-Profit Sector
Organizational Influences on Services Management
Management Styles and Emphasis for Services Marketing
Internal Marketing in Service Organizations
Management Competencies for Services Marketing
III. SERVICE MANAGEMENT ISSUES
Contemporary Issues in Services Marketing
Services Marketing Management—What Does the Future Hold?