Chapter 1
Introduction to Services
Characteristics of services (IHIP framework)
medium • 1 min read
Tangibility spectrum and classification of services
medium • 2 min read
The expanded marketing mix for services (7Ps)
medium • 3 min read
Consumer behavior in services context
medium • 4 min read
Customer expectations and perceptions of services
medium • 5 min read
Chapter 2
Service Quality and Gap Model
Chapter 3
Service Design and Delivery
Service blueprinting and process design
medium • 1 min read
Role of physical evidence (Servicescape)
medium • 2 min read
Role of employees in service delivery (Internal marketing)
medium • 3 min read
Role of customers in service co-creation
medium • 4 min read
Managing capacity and demand (Yield management)
medium • 5 min read
Chapter 4
Pricing and Promoting Services
Approaches to pricing services (Cost, Demand, Competition-based)
medium • 1 min read
Pricing strategies (Differential, Yield management)
medium • 2 min read
Challenges in communicating services
medium • 3 min read
Strategies to manage service promises
medium • 4 min read
Managing internal marketing communications
medium • 5 min read
Chapter 5