PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS

Chapter 1: New Perspectives on Marketing in the Service Economy

Chapter 2: Consumer Behavior in a Services Context

Chapter 3: Positioning Services in Competitive Markets

PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES

Chapter 4: Developing Service Products: Core and Supplementary Elements

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 and Managing Service Processes

Chapter 9: Balancing Demand and Productive Capacity

Chapter 10: Crafting the Service Environment

Chapter 11: Managing People for Service Advantage

PART IV — IMPLEMENTING PROFITABLE SERVICE STRATEGIES

Chapter 12: Managing Relationships and Building Loyalty

Chapter 13: Complaint Handling and Service Recovery

Chapter 14: Improving Service Quality and Productivity

Chapter 15: Striving for Service Leadership