Table of Contents
Services MarketingA Different Context for Services Marketing
Examples of Service Industries
Factors Contributing to Growth
Differences Between Goods and Services
Figure 1-1 Tangibility Spectrum
Implications of Simultaneous Production and Consumption
Table 1-2 Services are Different
Figure 1-5 The Services Marketing Triangle
Services Marketing Triangle Applications Exercise
Ways to Use the Services Marketing Triangle
Services Marketing Mix: 7 Ps for Services
Expanded Mix for Services -- the 7 Ps
Table 1-3 Expanded Marketing Mix for Services