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

Foreword 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