Part I: Understanding Service Products, Consumers, and Markets

PART I of this book lays the building blocks for studying services and learning how one can become an effective service marketer. It consists of the following three chapters:

Chapter 1 Introduction to Services Marketing

This chapter highlights the importance of services in our economies. We also define the nature of services and how they create value for customers without transfer of ownership. The chapter highlights some distinctive challenges involved in services marketing and introduces the 7 Ps of services marketing. These are woven into an integrated model of services marketing that forms the basis for each of the five parts in this book. The framework is shown in the figure ...

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