Description: In order to deliver excellent service quality it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the student with an overview of services marketing from this clear strategic orientation. It includes:
- A linked set of five core guiding principles: market orientation, assets and capabilities, characteristics of services and the value concept
- A new chapter on electronic services
- Many 'Service Practice' boxes, featuring examples from all over the world
- End of chapter review questions and practical assignments
Full length case studies at the end of the book, with accompanying exercises