Includes bibliographical references and indexes.

Content: 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 -- 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 -- Managing the customer interface: Designing and managing service processes -- Balancing demand and productive capacity -- Crafting the service environment -- Managing people for service advantage -- Implementing profitable services Strategies: Managing relationships and building loyalty -- Complaint handling and service recovery -- Improving service quality and productivity -- Striving for service leadership