Description
Book SynopsisFewer companies than ever are pure 'product' companies. As buyers demand more from suppliers in both consumer and B2B sectors, companies in all sectors are struggling to surround their product offerings with services and value-adds that will both attract and retain their customers.
Trade Review"...[uses] the best academic thinking, real case studies and the author's own experience...for anyone who needs to learn fast." (Market Leader, September 1, 2008)
"...for companies keen to make the leap, this book outlines useful tools for establishing effective strategies to make the transition." (CEO Middle East, September 2008)
Table of ContentsForeword ix
Chapter 1 Why products companies consider service business 1
Chapter 2 Clarifying the strategic intent of the service business 33
Chapter 3 The degree of change needed to set up a service business 71
Chapter 4 First base: gaining a clear perspective of service markets 105
Chapter 5 Creating the services to be sold in the new market 143
Chapter 6 Altering the operations of a product company to provide services 175
Chapter 7 Selling services 209
Chapter 8 Marketing services instead of products 253
Chapter 9 Positioning a product brand in a service market 307
Chapter 10 In conclusion 335
References 345
Index 347
