Services Marketing: Principles and Practice. This item is unavailable.Services Marketing: Principles and Practice

An integrated text and cases approach to issues in the marketing of services. Case studies and examples illustrate concepts such as defining the service offer, measurement and management of service quality, employee input, relationships with customers, and creating strategies to make services accessible. Includes material on international services, decision making, and emerging challenges in service quality and relationship marketing. Includes b&w photos and a glossary. Annotation copyright Book News, Inc. Portland, Or.

This text with cases provides a contemporary overview of key issues in the marketing of services. It explores many issues that are familiar to students with a foundation in principles of marketing, and re-assesses these in the context of services. Up-to-date case studies and examples developed throughout chapters help students to fully appreciate those issues that are specific to services marketing: methods of defining the service offer; conceptualization, measurement and management of service quality; managing the employee input to the service offer and developing relationships with customers; and strategies to make services accessible.