附註:At head of title: American Marketing Association.
Includes bibliographical references (pages 253-254) and index.
Acknowledgments -- Preface -- Part I: Adopting a "be different" attitude ; 1. If you are a service company ... Then be a service company ; 2. Avoid the "be better" trap ; 3. Dare to be different from competitors -- Part II: Dominating markets ; 4. Learn to say "no" ; 5. Be number one with the right customers ; 6. Treat your brand like an asset -- Part III: Creating unique, valued services ; 7. Innovate continuously ; 8. Revitalize current services ; 9. Invent new services ; 10. Innovate the service process ; 11. Engage your people -- Part IV: Keeping ahead of the market ; 12. Sustain service market leadership ; 13. Elevate the role of marketing ; 14. Redefine the franchise ; 15. Market leadership strategies at work -- Bibliography -- Index.
