Table of ContentPART I Understanding Service Products, Consumers, and Markets
1.New Perspectives on Marketing in the Service Economy
2.Consumer Behavior in a Services Context
3.Positioning Services in Competitive Markets
PART II Applying the 4 Ps of Marketing to Services
4.Developing Service Products: Core and Supplementary Elements
5.Distributing Services through Physical and Electronic Channels
6.Setting Prices and Implementing Revenue Management
7.Promoting Services and Educating Customers
PART III Managing the Customer Interface
8.Designing and Managing Service Processes
9.Balancing Demand and Productive Capacity
10.Crafting the Service Environment
11.Managing People for Service Advantage
PART IV Implementing Profitable Service Strategies
12.Managing Relationships and Building Loyalty
13.Complaint Handling and Service Recovery
14.Improving Service Quality and Productivity
15.Striving for Service Leadership
CASES
1.Sullivan Ford Auto World
2.Four Customers in Search of Solutions
3.Dr. Beckett’s Dental Office
4.Starbucks: Delivering Customer Service
5.Giordano: Positioning for International Expansion
6.MakeMyTrip.com
7.Jollibee Foods Corporation
8.The Accra Beach Hotel: Block Booking of Capacity During a Peak Period
9.Marketing Strategy for a Media Service: The Case of Radio Spicy— An Intern’s Report
10.CompuMentor and the DiscounTech.org Service
11.Creating an Earned-Income Venture for a Nonprofit Organization
12.Dr Mahalee Goes to London
13.Revenue Management of Gondolas: Maintaining the Balance Between Tradition and Revenue
14.The Way Ahead for MANTIS
15.Hilton HHonors Worldwide: Loyalty Wars
16.The Accellion Service Guarantee
17.Shouldice Hospital Limited (Abridged)
18.Massachusetts Audubon Society
19.TLContact: CarePages Service (A)

Organized around a strategic marketing framework, Services Marketing provides with maximum flexibility for instructors in structuring the course for teaching and at the same time guiding students into the consumer and competitive environments in services marketing. The marketing framework has been restructured for this edition to reflect the current services marketing scene. The examples of practical application of concepts help in bridging the gap between theory and practice. It has a strongly managerial perspective, but is rooted in solid recent academic research