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About the Authors
About the Contributors of the Cases
Part I: 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 II: Applying the 4 Ps of Marketing to Services
Chapter 4 Developing Service Products: Core and Supplementary Elements
Chapter 5 Distributing Services through Physical and Electronic Channels
Chapter 6 Setting Prices and Implementing Revenue Management
Chapter 7 Promoting Services and Educating Customers
Part III: Designing and Managing the Customer Interface
Chapter 8 Designing and Managing Service Processes
Chapter 9 Balancing ...
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