From Products to Services: Insight and Experience from Companies Which Have Embraced the Service Economy (Hardcover)

Foreword

Chapter 1 Why products companies consider service business

Chapter 2 Clarifying the strategic intent of the service business

Chapter 3 The degree of change needed to set up a service business

Chapter 4 First base: gaining a clear perspective of service markets

Chapter 5 Creating the services to be sold in the new market

Chapter 6 Altering the operations of a product company to provide services

Chapter 7 Selling services

Chapter 8 Marketing services instead of products

Chapter 9 Positioning a product brand in a service market

Chapter 10 In conclusion

References

Index