Principles of Services Marketing

Now in its seventh edition, principles of services marketing has been revised and updated throughout toreflect the most recent developments in this fast-moving and exciting sector. With a stronger emphasis onemerging and global economies, its been restructured to give clearer focus on key issues of efficiency,accessibility and customer experience. This authoritative text develops an indispensable framework forunderstanding services, their effective marketing and how this drives value creation.

Key Features
Opening vignettes introduce a chapters key themes with short examples that present topics in familiar, everyday scenarios students can relate to
Longer case studies feature well-known companies and provide an opportunity to analyse real-life scenarios and apply understanding
In Practice vignettes drawn from services organizations from around the world and how services are delivered and experienced by customers
Thinking Around the Subject boxes examine the operational challenges of putting theory in to practice
Summary & links to other chapters reinforce the main topics covered and how they fit within the wider context of services marketing to improve overall understanding of the subject
Expanded coverage of key topics such as service dominant logic, servicescapes and the use of social media explore the latest theory and practice
Reflects the importance of marketing for public services and not-for-profit organizations
Includes new chapters on service systems and the experiential aspects of service consumption.