Table of Contents Part 1: Understanding Service Products, Consumers and Markets
Chapter 1: Introduction to Services Marketing
Chapter 2: Consumer Behavior in a Services Context
Chapter 3: Positioning Services in Competitive Markets
Part 2: Appling the 4P's to Services
Chapter 4: Developing Service Products: Core and Supplementary Elements
Chapter 5: Distributing Service Through Physical and Electronic Channels
Chapter 6: Setting Prices and Implementing Revenue Management
Chapter 7: Promoting Services and Educating Customers
Part 3: Managing the Customer Interface
Chapter 8: Designing and Managing Service Processes
Chapter 9: Balancing Demand Against Productive Capacity
Chapter 10: Crafting the Service Environment
Chapter 11: Managing People for Service Advantage
Part 4: Implementing Profitable Service Strategies
Chapter 12: Managing Relationships and Building Loyalty
Chapter 13: ComplaiHandling and Service Recovery
Chapter 14: Improving Service Quality and Productivity
Chapter 15: Organizing for Change Managemeand Service Leadership
Part 5: Cases Glossary Credits Name Index Subject Index
Christopher H. Lovelock, Lovelock Associates Jochen Wirtz, National University of Singapore Patricia Chew, SIM University in Singapore.