Advanced economies of the world are dominated by services. Even manufacturing companies recognize that value-based services can provide sustainable competitive advantage. Sustainable competitive advantage without quality is unimaginable. Thus, this text focuses on quality and other key ingredients that allow companies to successfully market their offering - being it a pure service or a combination of service and product. The approach centers on the globally recognized GAP model, a model that allows companies to deliver services the customer will value. This text further includes Web 2.0 considerations as well as questions and exercises, making it a useful gem for business students as well as managers or practitioners.