Services Marketing Management: A Strategic Perspective

Building on the strengths of the earlier edition, the Second Edition of Services Marketing Management illustrates how to manage a market-oriented service organization and deliver excellent service quality. The book discusses the four new types of services as well as a new classification of services. With numerous examples that illustrate key points in the text, the book sheds light on services marketing management in both a national and international context, including the latest developments in Europe, North America, and Australasia.