Preface -- Introduction -- Customer-driven services marketing strategy -- Segmenting service markets -- Targeting service markets -- Principles of positioning services -- Using positioning maps to plot competitive strategy -- Developing an effective positioning strategy -- Conclusion -- Summary...

This paper sheds light on a recent empirical controversy about the effect of competition on price discrimination in airline markets (Borenstein and Rose (1994), Gerardi and Shapiro, (2009)). We introduce individual demand uncertainty into Hotelling’s model of horizontal product differentiation...