Services Marketing: People, Technology and Strategy

Part I: Understanding Service Products, Consumers and Markets
1. Creating Value in the Service Economy
2. Understanding Service Consumers
3. Positioning Services in Competitive Markets

Part II: Applying the 4 Ps of Marketing of Services
4. Developing Service Products and Brands
5. Distributing Services through Physical and Electronic Channels
6. Service Pricing 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: Managing the Customer Interface
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. Building a World Class Service Organization

Part VI: Case Studies