Ch. 1. Distinctive Aspects of Services Marketing -- Ch. 2. Developing Frameworks for Analyzing Services -- Ch. 3. Customer Experience -- Service is Everybody's Business / Ronald Henkoff -- The Development and Emergence of Services Marketing Thought / Stephen W. Brown, Raymond P. Fisk and Mary Jo Bitner -- The Dramaturgy of Services Exchange: An Analytical Framework for Services Marketing / Stephen J. Grove and Raymond P. Fisk -- Critical Service Encounters: The Employee's Viewpoint / Mary Jo Bitner, Bernard H. Booms and Lois A. Mohr -- Sullivan's Auto World -- Euro Disney: An American in Paris -- Metropol Base-Fort Security Group -- Singapore Airlines -- Ch. 4. Positioning a Service in the Marketplace -- Ch. 5. Targeting Customers and Building Relationships -- Ch. 6. Managing Demand -- Pick a Card: Visa, American Express and MasterCard Vie in Overseas Strategies / Steven Lipin, Brian Coleman and Jeremy Mark -- Measuring Marketing Success / David H. Maister -- Service Positioning Through Structural Change / G. Lynn Shostack -- Loyalty-Based Management / Frederick F. Reichheld -- Boston Center for Adult Education -- Federal Express: Business Logistics Services -- BT: Telephone Account Management -- Marriott's Rancho Las Palmas Resort -- Ch. 7. Creating and Delivering Services -- Ch. 8. Adding Value to Core Products with Supplementary Services -- Ch. 9. Understanding Costs and Developing Pricing Strategies -- Ch. 10. Communicating and Promoting Services -- The Power of Branding / Torin Douglas -- Making Money on the Web / Kate Maddox, Mitch Wagner and Clinton Wilder -- Advertising Strategies for Service Firms / Donna Legg and Julie Baker -- Why Cross-Selling Hasn't Worked / David H. Maister -- Database Marketing: A Potent New Tool for Selling / Jonathan Berry, John Verity, Kathleen F. Kerwin and Gail DeGeorge -- Vancouver Public Aquarium -- Fare Combat -- Crosse & Whitewall: Cross-selling Professional Services -- Menton Bank -- Ch. 11. Enhancing Value by Improving Q