Services marketing : text, cases & readings / Christopher H. Lovelock.

Contents
Part I. Distinctive Aspects of Service Marketing
Comparing Marketing Management in Package Goods and Service Organizations
Breaking Free from Product Marketing

Part II. Developing Frameworks for Understanding Service Marketing
Ryder System, Inc
KCTS-Channel 9,Seattle
Coolidge Bank and Trust Company
Hospitals Can Learn
Valuable Marketing Strategies from Hotels
Marketing of Professional Services

Part III. Positioning The Service Organization in the Marketplace
Harris-Johnson Assoc.
Parker House
Health Systems, Inc.
How Consumer Evaluation Processes Differ between Goods and Services

Part IV. Managing the Customer Mix
Bridger Bowl Ski Area
American Repertory Theatre
Burnham Van Service, Inc.
Look to Consumers to Increase Productivity
Employee as Customer

Part V. Managing Demand.
911 Emergency Number in New York
Southwest Airlines
Marriott's Rancho Las Palmas Resort
Match Supply and Demand in Service Industries

Part VI. Managing the Service Marketing System
Mitchum, Jones and Templeton, Inc.
Federal Express:Customer Service Dept.
Buffalo Savings Bank
Where Does the Customer Fit in a Service Operation?
Guidelines for the Advertising of Services

Part VII. Planning, Organizing, and Implementing the Marketing Effort
United States Postal Service,
Cunningham Inc.:Industrial Service Group
Dunfey Hotels Corporation.

Includes bibliographical references.