Services Marketing - Softcover

Chitty, William; D'Alessandro, Steven; Gray, David; Hughes, Andrew

Softcover

ISBN 10: 0190303166 ISBN 13: 9780190303167

Publisher: OUP Australia & New Zealand, 2019

Synopsis

Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from global service-based economies.

This text encourages students to develop an understanding of the service processes that create value for identified target markets. An analytical learning approach, based on applying established and evolving services marketing concepts for Australasian organisations, is the rationale of the pedagogy adopted by this text. That approach is warranted for two reasons:
- Australian and New Zealand service organisations are developing closer economic ties with the growing markets of their South-East Asian counterparts.
- By understanding Australasian service organisations, students will be able to adopt an international perspective on services marketing.

About this title

About the Author

William Chitty is a former Lecturer in Marketing at the Murdoch Business School, Murdoch University.

Steven D'Alessandro is a Professor in Marketing at Charles Sturt University.

David Gray is an Adjunct Associate Professor at Charles Sturt University.

Andrew Hughes is a Senior Lecturer in marketing at the School of Management, Marketing and International Business at the Australian National University.

Edition details

• Publisher: OUP Australia & New Zealand
• Publication date: 2019
• Language: English
• ISBN 10: 0190303166
• ISBN 13: 9780190303167
• Binding: Paperback
• Edition number: 2
• Number of pages: 496