Chapter 1 An Overview of Services Marketing
1.1 Basic Concepts of Service
1.1.1 The Definition of Service
1.1.2 Characteristics of Services
1.1.3 The Classification of Service
l. 1.4 Tasks of Service Peonnel
1.2 Service Industry
1.2. 1 Education and Health Services
1. 2. 2 Financial Activities
1.2. 3 The Government
1.2.4 Information
1.2. 5 Leisure and Hospitality
1.2. 6 Professional and Business Services
1.2. 7 Traportation and Warehousing and Utilities
1.2. 8 Wholesale and Retail Trade
1.2. 9 Other Services
1.2. 10 The E-Service
1.3 Services Marketing
1.3. 1 Services Marketing Mix
1. 3.2 Some Core Concepts in Services Marketing
1.3.3 Marketing Problems Caused by Service Characteristios
1.3.4 Possible Ways to Solve Marketing Problems in Service
Chapter 2 Customer Behavior in Service
Chapter 3 Managing Custome
Chapter 4 Managing Emoloyees in Service Firm
Chapter 5 Pricing Strategy for Services
Chapter 6 Managing Physical Evidence
Chapter 7 Service Delivey Process