Services marketing

PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETSChapter 1: New Perspectives on Marketing in the Service EconomyChapter 2: Consumer Behavior in a Services ContextChapter 3: Positioning Services in Competitive Markets PART II — APPLYING THE 4Ps OF MARKETING TO SERVICESChapter 4: Developing Service Products: Core and Supplementary ElementsChapter 5: Distributing Services through Physical and Electronic ChannelsChapter 6: Setting Prices and Implementing Revenue ManagementChapter 7: Promoting Services and Educating Customers PART III — MANAGING THE CUSTOMER INTERFACEChapter 8: Designing and Managing Service ProcessesChapter 9: Balancing Demand and Productive CapacityChapter 10: Crafting the Service Environment Chapter 11: Managing People for Service Advantage PART IV — IMPLEMENTING PROFITABLE SERVICE STRATEGIESChapter 12: Managing Relationships and Building Loyalty Chapter 13: Complaint Handling and Service Recovery Chapter 14: Improving Service Quality and ProductivityChapter 15: Striving for Service Leadership