New Perspectives on Marketing in the Service Economy -- Customer Behavior in Service Encounters -- Developing Service Concepts: Core and Supplementary Elements -- Distributing Services through Physical and Electronic Channels -- Exploring Business Models: Pricing and Revenue Management -- Educating Customers and Promoting the Value Proposition -- Positioning Services in Competitive Markets -- Designing and Managing Service Processes -- Balancing Demand against Productive Capacity -- Crafting the Service Environment -- Managing Service Employees for Competitive Advantage -- Creating Relationships and Building Customer Loyalty -- Achieving Service Recovery and Obtaining Customer Feedback -- Improving Service Quality and Productivity -- Organizing for Change Management and Service Leadership.