Services Marketing, Fifth Edition, takes a strongly managerial perspective, but the text is rooted in solid academic research, complemented by memorable concepts and frameworks. We designed the book to bridge the all-too-frequent gap between the real world and academic theory. Practical management applications are reinforced by numerous in-text boxed examples within the 15 chapters, along with 8 up-to-date readings from leading thinkers in the field and 15 superb classroom-tested cases. Additional cases, teaching materials, and instructor aids are available on the course Web site.
Preparing this new edition of Services Marketting has been an exciting challenge. Services marketing, once a tiny academic field championed by a handful of pioneering professors, has become a thriving area of activity. Our new edition reflects growing research efforts in both academia and business. Student interest in courses that focus on various aspects of managing service organizations, including marketing, makes a great deal of sence from a career standpoint, as most business school graduates will be going to work in service industries, and managers report that manufacturing-based models of business practice are not always useful to them.
Part 1 understanding service productd, consumers and markets
Part 2 key elements of services marketing
Part 3 managing the service delelivery process
Part 4 Implementing services marketing