From Products to Services: Insights and experience from companies which have embraced the service economy
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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