Product Description: Manufacturers and other goods-dominant companies are eager, yet struggling, to broaden their offerings by growing monetized services supporting customers. The literature and managerial best practices currently provide limited direction in this burgeoning and challenging area for growth...read more

This text replaces the 4Ps with the Gaps Model of Service Quality which makes explicit the difference between the marketing of goods and the marketing of services. Topics covered include: service quality; measuring service quality; links between marketing and other disciplines; and transforming a product firm into a service firm. The book focuses on customer expectations and perceptions, including customer-based pricing and value-pricing strategies to reflect the way to incorporate the customer into all decisions. Chapters discuss international services marketing and six case studies end the book.