Contents
Part I: Understanding Service Products, Consumers, and Markets
1. Introduction to Services Marketing
Services Dominate the Economy in Most Nations
Most New Jobs Are Generated by Services
Powerful Forces Are Transforming Service Markets
Four Broad Categories of Services—A Process Perspective
Services Pose Distinct Marketing Challenges
The 7 Ps of Services Marketing
The Traditional Marketing Mix Applied to Services
The Extended Services Marketing Mix for Managing the Customer Interface
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