Manfred Bruhn and Heribert Meffert illustrate through eight selected best practice case studies from various industries how companies in service markets have succeeded through a consistent customer orientation: Advance Bank, Crossair, Schindlerhof, Migros Cooperative, OBI DIY Stores, Deutsche Post / Euro Express, Systor Group, and United Parcel Service. For the reader's better understanding, the case studies are presented in a similar structure. "Excellence in Service Marketing" demonstrates to students, lecturers, and practitioners in service companies how the theory of service marketing has been successfully implemented in specific market and company situations.