Includes index

PART I - UNDERSTANDING SERVICEPRODUCTS, CONSUMERS, AND MARKETSChapter 1: Introduction to Services MarketingChapter 2: Consumer Behavior in a Services ContextChapter 3: Positioning Services in Competitive MarketsPART II - APPLYING THE 4Ps OF MARKETING TO SERVICESChapter 4: Developing Service Products and BrandsChapter 5: Distributing Services through Physical and Electronic ChannelsChapter 6: Setting Prices and Implementing Revenue ManagementChapter 7: Promoting Services and Educating CustomersPART III - DESIGNING AND MANAGING THE CUSTOMER INTERFACEChapter 8: Designing Service ProcessesChapter 9: Balancing Demand and CapacityChapter 10: Crafting the Service EnvironmentChapter 11: Managing People for Service AdvantagePART IV - DEVELOPING CUSTOMER RELATIONSHIPSChapter 12: Managing Relationships and Building LoyaltyChapter 13: Complaint Handling and Service RecoveryPART V - STRIVING FOR SERVICE EXCELLENCEChapter 14: Improving Service Quality and ProductivityChapter 15: Building a World-Class Service OrganizationPART VI - CASE STUDIESCase 1 Sullivan Ford Auto WorldCase 2 Susan Munro, Service ConsumerCase 3 Dr. Beckett's Dental OfficeCase 4 Uber's Unintended BurdensCase 5 Kiwi ExperienceCase 6 The Accra Beach Hotel: Block Booking of Capacity during a Peak PeriodCase 7 Revenue Management at The ViewCase 8 Aussie Pooch MobileCase 9 Service Robots in the Frontline: How Will Aarion Bank's Customers Respond?Case 10 Digital Luxury Services: Tradition versus Innovation in Luxury FashionCase 11 National Library Board Singapore: Delivering Cost-Effective Service Excellence through Innovation and PeopleCase 12 Red LobsterCase 13 Banyan Tree: Branding the IntangibleCase 14 Singapore Airlines: Managing Human Resources for Cost-Effective Service ExcellenceCase 15 Menton BankCase 16 Dr. Mahalee Goes to London: Global Client ManagementCase 17 Platform vs Pipeline Business Models: Are Airbnb and Marriott Right to Move into Each Other's Turf?Case 18 The Royal Dining Membership Program Dilemma

For undergraduate courses in services marketing. Learn how to create value through customer connections and engagement. As economies across the world continue to transition toward services, skills in marketing and managing services have never been more important. Essentials of Services Marketing, 4e, captures the reality of today's world, incorporates recent academic and managerial thinking, and illustrates cutting-edge service concepts.

eng.