Includes index

Understanding Service Products, Consumers, and Markets --
Introduction to Services Marketing --
Consumer Behavior in Service Encounters --
Positioning Services in Competitive Markets --
"Service Theater: An Analytical Framework for Services Marketing" / Stephen J. Grove, Raymond P. Fisk --
"How We Built a Strong Company in a Weak Industry" / Roger Brown --
Key Elements of Services Marketing --
Creating the Service Product --
Designing the Communications Mix for Services --
Pricing and Revenue Management --
Distributing Services --
"Cultivating Service Brand Equity" / Leonard L. Berry --
"The Strategic Levers of Yield Management" / Sheryl E. Kimes, Richard B. Chase --
Managing the Service Delivery Process --
Designing and Managing Service Processes --
Balancing Demand and Capacity --
Planning the Service Environment --
Managing People for Service Advantage --
"How to Lead the Customer Experience" / Stephan H. Haeckel, Lewis P. Carbone, Leonard L. Berry --
"The High Cost of Lost Trust" / Tony Simons --
Implementing Services Marketing --
Managing Relationships and Building Loyalty --
Customer Feedback and Service Recovery --
Improving Service Quality and Productivity --
Organizing for Service Leadership --
"Where Should the Next Marketing Dollar Go?" / Roland T. Rust, Katherine N. Lemon, Valarie A. Zeithaml --
"Why Service Stinks" / Diane Brady --
"Linking Actions to Profits in Strategic Decision Making" / Marc J. Epstein, Robert A. Westbrook --
Sullivan Ford Auto World --
Four Customers in Search of Solutions --
Commerce Bank.