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| Preface | |
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| About the Author and Contributors | |
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| Distinctive Aspects of Services Marketing | |
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| Developing Frameworks for Analyzing Services | |
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| The Customer Experience | |
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| Service is Everybody's Business | |
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| The Development and Emergence of Services Marketing Thought | |
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| The Dramaturgy of Services Exchange: An Analytical Framework for Services Marketing | |
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| Critical Service Encounters: The Employee's Viewpoint | |
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| Sullivan's Auto World | |
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| Euro Disney: An American in Paris | |
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| Metropol Base-Fort Security Group | |
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| Singapore Airlines | |
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| Positioning a Service in the Marketplace | |
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| Targeting Customers and Building Relationships | |
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| Managing Demand | |
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| Pick a Card: Visa, American Express and MasterCard Vie in Overseas Strategies | |
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| Measuring Marketing Success | |
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| Service Positioning Through Structural Change | |
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| Loyalty-Based Management | |
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| Boston Center for Adult Education | |
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| Federal Express: Business Logistics Services | |
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| BT: Telephone Account Management | |
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| Marriott's Rancho Las Palmas Resort | |
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| Creating and Delivering Services | |
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| Adding Value to Core Products with Supplementary Services | |
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| Understanding Costs and Developing Pricing Strategies | |
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| Communicating and Promoting Services | |
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| The Power of Branding | |
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| Making Money on the Web | |
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| Advertising Strategies for Service Firms | |
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| Why Cross-Selling Hasn't Worked | |
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| Database Marketing: A Potent New Tool for Selling | |
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| Vancouver Public Aquarium | |
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| Fare Combat | |
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| Crosse and Whitewall: Cross-selling Professional Services | |
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| Menton Bank | |
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| Enhancing Value by Improving Quality and Productivity | |
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| Developing and Managing the Customer-Service Function | |
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| Organizing and Implementing the Marketing Effort | |
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| Globalizing Services Marketing | |
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| Service Quality From the Customers' Perspective | |
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| The Horizontal Corporation: It's About Managing Across, Not Up and Down | |
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| Putting the Service-Profit Chain to Work | |
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| McDonald's Conquers the World | |
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| The Toronto-Dominion Bank: Customer Service Index | |
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| Shouldice Hospital Limited | |
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| Peters and Champlain | |
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| Air BP: Aviation Service Centers | |
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| Appendix: Studying and Learning From Cases | |
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| Selected Bibliography | |
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| Index | |