Services Marketing: People, Technology, Strategy 8/e

PART I: UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS
Ch 1 Creating Value in the Service Economy
Ch 2 Understanding Service Consumers
Ch 3 Positioning Services in Competitive Markets

PART II: APPLYING THE 4 PS OF MARKETING TO SERVICES
Ch 4 Developing Service Products and Brands
Ch 5 Distributing Services Through Physical and Electronic Channels
Ch 6 Service Pricing and Revenue Management
Ch 7 Service Marketing Communications

PART III: MANAGING THE CUSTOMER INTERFACE
Ch 8 Designing Service Processes
Ch 9 Balancing Demand and Capacity
Ch10 Crafting the Service Environment
Ch11 Managing People for Service Advantage

PART IV: DEVELOPING CUSTOMER RELATIONSHIPS
Ch12 Managing Relationships and Building Loyalty
Ch13 Complaint Handling and Service Recovery

PART V: STRIVING FOR SERVICE EXCELLENCE
Ch14 Improving Service Quality and Productivity
Ch15 Building a World-Class Service Organization

PART VI: CASE STUDIES