Includes indexes.

Contents: Part 1:Foundations of services marketing: Grasping the uniqueness of services marketing -- Frameworks for managing the customer's experience -- Plugging into the information age -- Part II: Management issues in services marketing: Developing marketing strategies for services -- Planning the services performance -- Coping with fluctuating demand for services -- Part III:Creating value: Leveraging the people factor -- Designing the service setting -- Managing the customer mix. Part IV: Pricing and promoting the service performance: Setting a price for the service rendered -- Promoting a product the customer cannot see Part V: Ensuring a positive customer experience: Delivering service quality and guaranteeing services -- Regaining customer confidence through customer service and service recovery -- Studying service success and failure Part VI: Expanding the service horizons: Thinking globally: "it's a small world after all" -- Back to the future: achieving service excellence in the twenty first century