Services Marketing is well known for its authoritative presentation and strong instructor support. The new 6th edition continues to deliver on this promise.
Contemporary Services Marketing concepts and techniques are presented in an Australian and Asia-Pacific context.
In this edition, the very latest ideas in the subject are brought to life with new and updated case studies covering the competitive world of services marketing.
New design features and a greater focus on Learning Objectives in each chapter make this an even better guide to Services Marketing for students. The strategic marketing framework gives instructors maximum flexibility in teaching.
Suits undergraduate and graduate-level courses in Services Marketing.
New to the Edition
Contemporary Services Marketing concepts and techniques are presented in an Australian and Asia-Pacific context.
In this edition, the very latest ideas in the subject are brought to life with new and updated case studies covering the competitive world of services marketing.
New design features and a greater focus on Learning Objectives in each chapter make this an even better guide to Services Marketing for students. The strategic marketing framework gives instructors maximum flexibility in teaching.
Suits undergraduate and graduate-level courses in Services Marketing.
New to the Edition
- All Learning Objectives have been highlighted by margin notes where they appear in the text, to show readers where they can access the content that will best help them achieve the outcome.
- Managerial insights (contemporary examples from management practice) and Research insights (a précis of recent academic research findings) in each chapter have been updated to reflect contemporary managerial practice and recent research findings.
- The order of chapters has been altered slightly so that chapters representing the 7 Ps of the services marketing mix are all contained in Part 2. Internationalisation of services continues to be integrated throughout the book.
- Recent advances in services marketing and management theory have been woven into relevant chapters (e.g. the dual emphasis of many organisations—an attempt to achieve both customer satisfaction and productivity increases, social media, Facebook, Twitter, LinkedIn, customer rage, service dominant logic and emerging electronic channels of distribution).
- Seven new cases have been included, as well as updated Banyan Tree and MK Restaurant cases.
- New further readings have been added to the end of relevant chapters.
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