Dedication -- Preface -- Introduction -- Understanding service products, consumers, and markets -- Creating and capturing value in the service economy -- Understanding service consumers -- Positioning services in competitive markets -- Applying the 4 PS of marketing to services -- Developing...

Dedication -- Preface -- Introduction -- Creating service products -- Flower of service -- Branding service firms, products and experiences -- New service development -- Conclusion -- Summary -- Endnotes

Preface -- Introduction -- Customer-driven services marketing strategy -- Segmenting service markets -- Targeting service markets -- Principles of positioning services -- Using positioning maps to plot competitive strategy -- Developing an effective positioning strategy -- Conclusion -- Summary...

Dedication -- Preface -- Introduction -- Effective pricing is central to financial success -- Pricing strategy stands on three foundations -- Revenue management : what it is and how it works -- Fairness and ethical concerns in service pricing -- Putting service pricing into practice -- Summary...

Preface -- Introduction -- What is a service process? -- Designing and documenting service processes -- Service process redesign -- Customer participation in service processes -- Self-service technologies -- Conclusion -- Summary -- Endnotes

Preface -- Introduction -- Fluctuations in demand threaten profitability -- Defining productive service capacity -- Understand patterns of demand -- Inventory demand through waiting lines and queuing systems -- Customer perceptions of waiting time -- Inventory demand through reservation systems...

Preface -- Introduction -- Service environments - an important element of the service marketing mix -- What is the purpose of service environments? -- The theory behind consumer responses to service environments -- Dimensions of the service environment -- Putting it all together -- Conclusion --...

Preface -- Introduction -- Service employees are extremely important -- Frontline work is difficult and stressful -- Cycles of failure, mediocrity and success -- Human resource management : how to get it right -- Service culture, climate and leadership -- Conclusion -- Summary -- Endnotes