In order to deliver excellent service quality, it is critical tounderstand, create and deliver real value to all stakeholders. Thesecond edition of Services Marketing Management has beenthoroughly revised and restructured to provide the students with anoverview of services marketing from this clear strategicorientation. It includes: - A linking of five core guiding principles: market orientation,assets and capabilities, characteristics of services,internationalization and the value concept
- New coverage of electronic services
- Many 'Service Practice' boxes, featuring examples from all ofthe world
- End of chapter review questions and practical assignments
- Full length cases at the end of the book with accompanyingexercises
"This is a welcome second edition, firmly establishing it as aleading international text on strategic services marketing. Thoughcompletely revised, it retains the unique focus of the original oncare for the individual and the understanding, creation anddelivery of value to customers, with the authors bringing theirtopic vividly to life through numerous international examples.Clearly written and logically structured, it will be an invaluableresource for services marketing and management courses at alllevels."
—Professor Graham Hooley, Aston Business School
"An up-to-date, comprehensive and truly global treatment ofservices marketing management with new insights for everyreader."
—Leonard L. Berry, Distinguished Professor ofMarketing, Mays Business School and author of Discovering the Soulof Service
"This book is a very valuable addition to the services marketingliterature. Its logical structure and clarity of expression willmake it extremely appealing to students and lecturers."
—Steve Oakes, University of Liverpool
"This is a must for students, teachers and practitioners inservices marketing."
—Kjell Grønhaug, Norwegian School of Economicsand Business Administration
"This is an academically rigorous text with a strong Europeanfocus – excellent."
—Jill Brown, Portsmouth Business School
"Services Marketing Management: a comprehensive and completelyup-to-date book based on an excellent combination of modern theoryand actual practice."
—Peter Leeflang, Frank M. Bass Professor of Marketing,University of Groningen and Professor at Johann Wolfgang GoetheUniversity at Frankfurt am Main
"This excellent textbook has got what it strongly deserved: asecond edition. I particularly appreciate:
- the consequent focus on market and customer orientation
- the integration of business-to-business services
- the overarching HRM perspective and
- the refined didactic approach not self-evident in other servicemanagement textbooks
What a service for the reader!"
—Bernd Günter, Heinrich-Heine Universität,Düsseldorf
