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

Includes bibliographical references and indexes.

PART 1 UNDERSTANDING SERVICE MARKETS, PRODUCTS, AND CUSTOMERS -- New Perspectives on Marketing in the Service Economy -- Customer Behavior in Service context -- positioning services in competitive markets -- PART 2 : applying the 4 Ps 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 the Service Environment -- Managing people for Service advantage -- PART 4 : IMPLEMENTING PROFITABLE SERVICE STRATEGIES -- managing Relationships and Building Loyalty -- complaint handling and service recovery -- Improving Service Quality and Productivity -- striving for Service Leadership