1. What is services marketing?§2. Services systems§3. Managing the customer experience§4. Making services accessible to consumers§5. Relationships, partnerships and networks§6. Understanding services buyer behavior§7. Innovation and new service development§8. Developing service brands§9. Service quality§10. Engaging employees in service delivery§11. The pricing of services§12. Yield management: matching capacity with demand§13. Managing communications§14. Globalized services marketing sakriti opis