THE SERVICES DOMAIN
This book is about services marketing management in an international context. The first part is devoted to elaborating on the fundamentals of services marketing management, defining services, developing a typology of services that can be used to structure all the knowledge in this field, market orientation and the service environment. Once these concepts are known to the reader, the framework is set for all the other topics that can be applied to be(come) a market-oriented service provider, creating service breakthroughs, delivering superior customer value with a high degree of employee satisfaction. Excellent service quality is a particular means to that end. This applies to companies working in a particular region or country, as well as for companies working in turbulent international environments.
The benefits from studying this part of the book are summarized in the next overview.