Table of Contents:

Part I: Understanding service products, consumers, and markets.
1.Creating and capturing value in the service economy
2.Consumer behavior in a services context
3.Positioning services in competitive markets

Part III: Applying the 4 Ps of marketing to services.
4.Developing service products and brands
5.Distributing services
6.Pricing services and revenue management
7.Service marketing communications

Part III: Managing the customer interface.
8.Designing service processes
9.Balancing demand and capacity
10.Crafting the service environment
11.Managing people for service advantage

Part IV: Developing customer relationships.
12.Managing relationships and building loyalty
13.Complaint handling and service recovery

Part V: Striving for service excellence.
14.Improving service quality and productivity
15.Bulding a world-class service organization

This book is the first practitioner book to cover the most important areas of services marketing and management based on solid academic data and understanding. Accessible and pragmatic, this book bridges the gap between cutting-edge academic research and industry practitioners, showcasing international best practises and the most recent trends in services marketing and management.