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Table of Contents
Part I: Understanding Service Products, Consumers and Markets
Ch 1: Introduction to Services Marketing
Ch 2: Consumer Behavior in a Services Context
Ch 3: Positioning Services in Competitive Markets
Part II: Applying the 4Ps to Services
Ch 4: Developing the Service Concept: Core and Supplementary Elements
Ch 5: Distributing Service Through Physical and Electronic Channels
Ch 6: Setting Prices and Implementing Revenue Management
Ch 7: Promoting Services and Educating Customers
Part III: Managing the Customer Interface
Ch 8: Developing and Managing Service Processes
Ch 9: Balancing Demand Against Productive Capacity
Ch 10: Crafting the Service Environment
Ch 11: Managing People for Service Advantage
Part IV: Implementing ProfitTable Service Strategies
Ch 12: Managing Relationships and Building Loyalty
Ch 13: Complaint Handling and Service Recovery
Ch 14: Improving Service Quality and Productivity
Ch 15: Organizing for Change Management and Service Leadership