Pt I: An overview of services marketing (the essentials of services marketing: Inside the box) -- 1. Understanding the service experience -- 2. Traditional service supersectors and ethical considerations -- 3. Unique discrepancies between goods and services -- 4. Consumer decision making in services marketing -- pt. II: The tactical services marketing mix (developing effective services marketing strategies) -- 5. Focus on service processes -- 6. Considerations for services pricing -- 7: Effective service promotions -- 8. Managing the servicescape and other physical evidence -- 9. People as strategy: Managing service personnel -- 10. People as strategy: Managing service consumers -- pt. III: Implementing successful service strategies (assessing and improving the service experience) -- 11. The essentials of customer satisfaction measurement -- 12. Service quality: Identifying and rectifying the gaps -- 13. Managing service failures and implementing effective recovery strategies -- 14. Strategies for facilitating customer loyalty & retention -- 15. Pulling the pieces together: Creating a world class service culture.