The author; Contents; Introduction; ONE Why service? Fostering the firm's most valuable asset; TWO What is a service?; THREE The why and where of service; FOUR Competing in time (CIT); FIVE The service product and its positioning; SIX Service is a people business; SEVEN Making the service tangible; EIGHT Process (delivering the service); NINE Managing service resources; TEN Segmenting a service market; ELEVEN Promoting a service; TWELVE Pricing a service; THIRTEEN Seriously seeking the feedback; INDEX
Summary
A practical grounding in the special techniques required for marketing a service business
