Part 1. Understanding service markets, products, and customers. 1, Introduction to services marketing. 2, Consumer behavior in a services context. 3, Positioning services in competitive markets -- Part 2. Applying the 4Ps of marketing to services. 4, Developing service products and brands. 5, Distributing services through physical and electronic channels. 6, Setting prices and implementing revenue management. 7, Promoting services and educating customers -- Part 3. Managing the customer interface. 8, Designing service processes. 9, Balancing demand and capacity. 10, Crafting the service environment. 11, Managing people for service advantage -- Part 4. Developing customer relationships. 12, Managing relationships and building loyalty. 13, Complaint handling and service recovery -- Part 5. Striving for service excellence. 14, Improving service quality and productivity. 15, Building a world-class service organization -- Part 6. Cases.