PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS Chapter 1: New Perspectives on Marketing in the Service Economy Chapter 2: Consumer Behavior in a Services Context Chapter 3: Positioning Services in Competitive Markets   PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES Chapter 4: Developing Service Products: Core and Supplementary Elements Chapter 5: Distributing Services through Physical and Electronic Channels Chapter 6: Setting Prices and Implementing Revenue Management Chapter 7: Promoting Services and Educating Customers   PART III — MANAGING THE CUSTOMER INTERFACE Chapter 8: Designing and Managing Service Processes Chapter 9: Balancing Demand and Productive Capacity Chapter 10: Crafting the Service Environment Chapter 11: Managing People for Service Advantage   PART IV — IMPLEMENTING PROFITABLE SERVICE STRATEGIES Chapter 12: Managing Relationships and Building Loyalty Chapter 13: Complaint Handling and Service Recovery Chapter 14: Improving Service Quality and Productivity Chapter 15: Striving for Service Leadership