Services Marketing Notes

Description

Lecture and Seminar Notes + Revision + Assignment Tips Topic 1: Marketing in The Service Economy Topic 2: Customer Behaviour, Culture and Service Encounters; Positioning Services in Competitive Markets Topic 3: Managing Relationships and Building Loyalty Topic 4: Developing Service Products: Core and Supplementary Service Elements; Distributing Services through Physical and Electronic Channels. Topic 5: Understanding Costs and Developing Pricing Strategy Topic 6: Balancing Productive Capacity and Demand Topic 7: Managing People for Service Advantage Topic 8: Crafting the Service Environment Topic 9: Customer Satisfaction and Service Quality Topic 10: Handling Customer Complaints and Managing Service Recovery