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Essentials of Services Marketing
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An overview of services marketing: the nature of services marketing; fundamental differences between goods and services; similarities and differences among service industries; consumer behaviour in services marketing; ethical issues in services marketing. Service strategy: managing the service experience - process issues; promotion; pricing issues; managing in the physical environment; people issues. Assessing and improving service delivery: defining and measuring customer satisfaction; defining and measuring service quality; service failures and recovery strategies; customer retention; developing company excellence.

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