This book examines customer management in service competition and focuses on adopting a service logic in marketing. Preface, The Service and Relationship Imperative: Managing in Service Competition, Managing Customer Relationships: An Alternative Paradigm in Management and Marketing, The Nature of Services Consumption and Its Marketing Consequences, Service and Relationship Quality, Quality Management in Services, Return on Service and Relationships, Managing the Augmented Service Offering, Service Management Principles, Managing Productivity in Service Organizations, Managing Marketing or Market - Oriented Management, Managing Integrated Marketing Communication and Total Communication, Managing Brand Relationships and Image, Customer - Focused Organization: Structure and Resources and Service Processes, Managing Internal Marketing: A Prequisite for Successful Customer Management, Managing Service Culture: The Internal Srvice Imperative, Transforming a Manufacturing Firm into a Service Business, Conclusions: Managing Services and Relationships, Index.