Preface
Acknowledgments
Part I. Understanding Service Markets, Products, and Customers
Chapter 1. Introduction to Services Marketing
Chapter 2. Understanding Service Consumers
Chapter 3. Positioning Services in Competitive Markets
Part II. Applying the 4 Ps of Marketing to Services
Chapter 4. Developing Service Products and Brands
Chapter 5. Distributing Services through Physical and Electronic Channels
Chapter 6. Setting Prices and Implementing Revenue Management
Chapter 7. Promoting Services and Educating Customers
Part III. Managing the Customer Interface
Chapter 8. Designing Service Processes
Chapter 9. Balancing Demand and Capacity
Chapter 10. Crafting the Service Environment
Chapter 11. Managing People for Service Advantage
Part IV. Developing Customer Relationships
Chapter 12. Managing Relationships and Building Loyalty
Chapter 13. Complaint Handling and Service Recovery
Part V. Striving for Service Excellence
Chapter 14. Improving Service Quality and Productivity
Chapter 15. Building a World-class Service Organization
Part VI. Cases

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