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.