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This text has been substantially updated to cover all the most recent developments in services marketing, such as technological advances, and to make sure that the case studies and examples are as relevant and current as possible. The case studies come from a wider range of countries and types of industries, to ensure that the text caters appropriately for the student market. The book offers a comprehensive set of pedagogical tools and, as well as the case studies, each chapter contains learning objectives and end-of-chapter discussion questions and case study questions. The text also has an accompanying web site with an instructor's manual and OHP slides.

Services Marketing 2ed

Introduction - Setting the Context - Service Goals: Use of Metaphors - Service Encounters - Consumer Experiences - Service Design - Internal Marketing - Service Quality and Customer Satisfaction - Relationship Marketing - Service Profitability - Further Research Issues and Conclusion - Case Studies