List of Figures
| 1.1 | Size of the service sector as % of GNP for different countries |
| 1.2 | Projected growth of employment in services in USA to 2050 |
| 1.3 | Marketing effectiveness ratings for professional service firms |
| 1.4 | Marketing: a matching process |
| 1.5 | Overview of marketing map |
| 1.6 | Define markets and understand value |
| 1.7 | Determine value proposition |
| 1.8 | Deliver the service value proposition |
| 1.9 | Rethinking the sales process for service businesses |
| 1.10 | Monitor value |
| 1.11 | Summary of marketing map |
| 2.1 | Continuum of tangible–intangible possibilities |
| 2.2 | A continuum for each of the four service characteristics |
| 2.3 | Nature of service matrix |
| 2.4 | Style of relationship matrix |
| 2.5 | Customization and staff judgement matrix |
| 2.6 | Supply and demand matrix |
| 2.7 | Service delivery matrix |
| 2.8 | The marketing process |
| 2.9 | General development pattern of marketing approaches |
| 2.10 | Retaining customers pays off |
| 2.11 | Relationship marketing – a broadened view of markets |
| 2.12 | Relationship marketing network diagram for a major international airline |
| 2.13 | The ‘service product’ and the product surround |
| 3.1 | Strengths and weaknesses of alternative marketing planning models |
| 3.2 | Relationship between corporate objective and strategies |
| 3.3 | Ansoff matrix |
| 4.1 | Marketing planning requires top-down and bottom-up perspectives |
| 4.2 | Integration of corporate planning, strategic marketing planning and tactical marketing planning |
| 4.3 | What should appear in a services strategic marketing ... |
