1 The Service and Relationship Imperative: Managing in Service Competition.

2 Managing Customer Relationships: An Alternative Paradigm in Management and Marketing.

3 The Nature of Services and Service Consumption, and its Marketing Consequences.

4 Service and Relationship Quality.

5 Quality Management in Services.

6 Return on Service and Relationships.

7 Managing the Augmented Service Offering.

8 Service Management Principles.

9 Managing Productivity in Service Organizations.

10 Managing Marketing or Market-oriented Management.

11 Managing Integrated Marketing Communication and Total Communication.

12 Managing Brand Relationships and Image.

13 Customer-focused Organization: Structure, Resources and Service Processes.

14 Managing Internal Marketing: A Prerequisite for Successful Customer Management.

15 Managing Service Culture: The Internal Service Imperative.

16 Transforming a Manufacturing Firm into a Service Business.

17 Conclusions: Managing Services and Relationships.

Index.