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Essentials of Services Marketing, 2nd edition by Jochen Wirtz
Patricia Chew
Christopher Lovelock

Dedication
ÂÜÀòÉç¹ÙÍøt the Authors
ÂÜÀòÉç¹ÙÍøt the Contributors of the Cases
Preface
Acknowledgments

Part I: Understanding Service Products, Consumers, and Markets
Chapter 1 Introduction to Services Marketing
Chapter 2 Consumer Behavior in a Services Context
Chapter 3 Positioning Services in Competitive Markets

Part II: Applying the 4 Ps 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: Designing and Managing the Customer Interface
Chapter 8 Designing and Managing Service Processes
Chapter 9 Balancing Demand and Capacity
Chapter 10 Crafting the Service Environment
Chapter 11 Managing People for Service Advantage

Part IV: Developing Customer Relationships
Chapter 12 Managing Relationships and Building Loyalty
Chapter 13 Complaint Handling and Service Recovery

Part V: Striving for Service Excellence
Chapter 14 Improving Service Quality and Productivity
Chapter 15 Organizing for Service Leadership

Part VI: Cases

Glossary
Credits
Name Index
Subject Index

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