Preface -- Introduction -- Integrating service quality and productivity strategies -- What is a service quality? -- Identifying and correcting service quality problems -- Measuring service quality -- Soft and hard service quality measures -- Learning from customer feedback -- Hard measures of...

Dedication -- Preface -- Introduction -- Creating service products -- Flower of service -- Branding service firms, products and experiences -- New service development -- Conclusion -- Summary -- Endnotes

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...

Dedication -- Preface -- Introduction -- Effective pricing is central to financial success -- Pricing strategy stands on three foundations -- Revenue management : what it is and how it works -- Fairness and ethical concerns in service pricing -- Putting service pricing into practice -- Summary...