This subject is designed to provide a comprehensive introduction to services marketing. Using a "customer-centric" approach, it draws on economics, psychology, sociology and anthropology, as well as on contemporary business issues in order to illustrate key concepts and principles. Specific topics include: differences between goods and services: marketing implications; consumer decision processes for services; effective delivery of services; the pricing of services; managing the service communication mix; measuring customer satisfaction and service quality; service failures and recovery policies and tactics; consumer retention programs.