Preface <br>About the Author and Contributors <br>Ch. 1 Distinctive Aspects of Services Marketing 1 <br>Ch. 2 Developing Frameworks for Analyzing Services 26 <br>Ch. 3 The Customer Experience 48 <br>Service is Everybody’s Business / Ronald Henkoff 69 <br>The Development and Emergence of Services Marketing Thought / Stephen W. Brown, Raymond P. Fisk, Mary Jo Bitner 76 <br>The Dramaturgy of Services Exchange: An Analytical Framework for Services Marketing / Stephen J. Grove, Raymond P. Fisk 97 <br>Critical Service Encounters: The Employee’s Viewpoint / Mary Jo Bitner, Bernard H. Booms, Lois A. Mohr 106 <br>Sullivan’s Auto World 122 <br>Euro Disney: An American in Paris 127 <br>Metropol Base-Fort Security Group 141 <br>Singapore Airlines 150 <br>Ch. 4 Positioning a Service in the Marketplace 163 <br>Ch. 5 Targeting Customers and Building Relationships 184 <br>Ch. 6 Managing Demand 204 <br>Pick a Card: Visa, American Express and MasterCard Vie in Overseas Strategies / Steven Lipin, Brian Coleman, Jeremy Mark 224 <br>Measuring Marketing Success / David H. Maister 228 <br>Service Positioning Through Structural Change / G. Lynn Shostack 232 <br>Loyalty-Based Management / Frederick F. Reichheld 245 <br>Boston Center for Adult Education 254 <br>Federal Express: Business Logistics Services 268 <br>BT: Telephone Account Management 281 <br>Marriott’s Rancho Las Palmas Resort 293 <br>Ch. 7 Creating and Delivering Services 311 <br>Ch. 8 Adding Value to Core Products with Supplementary Services 337 <br>Ch. 9 Understanding Costs and Developing Pricing Strategies 361 <br>Ch. 10 Communicating and Promoting Services 376 <br>The Power of Branding / Torin Douglas 398 <br>Making Money on the Web / Kate Maddox, Mitch Wagner, Clinton Wilder 402 <br>Advertising Strategies for Service Firms / Donna Legg, Julie Baker 409 <br>Why Cross-Selling Hasn’t Worked / David H. Maister 418 <br>Database Marketing: A Potent New Tool for Selling / Jonathan Berry, John Verity, Kathleen F. Kerwin, Gail DeGeorge 422 <br>Vancouver Public Aquarium 431 <br>Fare Combat 442 <br>Crosse & Whitewall: Cross-selling Professional Services 446 <br>Menton Bank 451 <br>Ch. 11 Enhancing Value by Improving Quality and Productivity 460 <br>Ch. 12 Developing and Managing the Customer-Service Function 490 <br>Ch. 13 Organizing and Implementing the Marketing Effort 508 <br>Ch, 14 Globalizing Services Marketing 534 <br>Service Quality From the Customers’ Perspective / Susan J. Devlin, H. K. Dong 562 <br>The Horizontal Corporation: It’s About Managing Across, Not Up and Down / John A. Byrne 573 <br>Putting the Service-Profit Chain to Work / James L. Heskett, Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Jr., Leonard A. Schlesinger 582 <br>McDonald’s Conquers the World / Andrew E. Serwer 594 <br>The Toronto-Dominion Bank: Customer Service Index 602 <br>Shouldice Hospital Limited 614 <br>Peters & Champlain 628 <br>Air BP: Aviation Service Centers 633 <br>Appendix: Studying and Learning From Cases 645 <br>Selected Bibliography 649 <br>Index 651 <br>