Table of contents :
Understanding services products, consumers, and markets --
New perspectives on marketing in the service economy --
Consumer behavior in a services context --
Positioning services in competitive --
Applying the 4 Ps of marketing to services --
Developing services products, core and supplementary elements --
Distributing services through physical and electronic channels --
Setting prices and implementing revenue management --
Promoting services and educating customers --
Managing the customer interface --
Designing and managing service processes --
Balancing demand and productive capacity --
Crafting the service environment --
Managing people for service advantage --
Implementing profitable service strategies --
Managing relationships and building loyalty --
Complaint handling and service recovery --
Improving ser

Summary :
This comprehensive text provides a managerial overview of services by combining conceptual rigor with practical applications.