Services Marketing Management: An International Perspective

By Hans Kasper; Piet Van Helsdingen et al. | Go to book overview

CHAPTER
ELEVEN

DEVELOPING AND
PROVIDING SERVICES
This chapter on services is the second in a series covering the marketing mix.
After studying this chapter you should be able to:
apply the insights you have acquired into the relationship between planning, creating, providing and evaluating services when strategic and operational service policies have to work;
translate theories on the hierarchy and life-cycle of services into a service strategy;
use the concept of strategic and tactical services effectively when marketing services;
become aware of how to develop and implement new services;
know the basics of breakthrough services;
reproduce the basics of dissatisfaction management and complaints management
apply the basics of service recovery to get a competitive advantage; and
detect the main differences of the service features in the four different types of service firms.

BELOW:Service innovations: pensions by phone

-489-

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