Services marketing: people, technology and strategy / Christopher Lovelock, Jochen Wirtz and Jayanta Chatterjee

Part.1. Understanding service products, consumers, and markets -- New perspectives on marketing in the service economy -- Consumer behavior in a services context -- Positioning services in competitive markets -- Part.2. Applying the 4Ps of marketing to services -- Developing service products: Core and supplementary elements -- Distributing services through physical and electronic channels -- Setting prices and implementing revenue management -- Promoting services and educating customers -- Part.3. Managing the customer interface -- Designing and managing service processes -- Balancing demand and productive capacity -- Crafting demand and productive capacity -- Crafting the service environment -- Managing people for service advantage -- Part.4. Managing relationships and building loyalty -- Complaint handling and service recovery -- Improving service quality and productivity -- Striving for service leadership -- Cases