Services Marketing, second edition, helps readers develop a practical understanding of services marketing through a problem-based, hands-on learning approach. It includes industry examples that highlight services marketing in action, and contemporary case studies that encourage reflection and the application of theory to real-life situations. With a focus on current theory and practice, this text explores marketing opportunities that arise from service-based economies and shows readers...
More DescriptionServices Marketing, second edition, helps readers develop a practical understanding of services marketing through a problem-based, hands-on learning approach. It includes industry examples that highlight services marketing in action, and contemporary case studies that encourage reflection and the application of theory to real-life situations. With a focus on current theory and practice, this text explores marketing opportunities that arise from service-based economies and shows readers the need for services marketing in creating customer value.NEW TO THIS EDITIONFocused on the application of theory to practice, with an emphasis on the impact of electronic devices on services marketing in a post-GFC worldNew and updated chapters on: Developing Service Products (Ch.5)The Service Delivery Process and Self-service Technology (Ch.6)Complaint Handling and Service Recovery (Ch.12)Updated to include relevant case studies and examples, including: Emerging customer segmentation in bankingAustralian tourism and its economic impactCentrelink debt recovery program (Robo Debts)Cyber security in the digital economyInnovation in education services (Coursera)Digital service in smart-home systems (Google Home).KEY FEATURESIntroductory vignettes introduce key concepts and learning objectives provide a roadmap for learning'Services in Action' boxes provide industry examples and insights reinforce the concepts covered in each chapter, and equip readers with the skills and knowledge they need to deal with the realities of the professionRevision questions draw out the key concepts from each chapter, allowing readers to test and consolidate their understanding of key topicsCase studies with domestic and global examples help apply theories to real-life business situations, and provide focused learning with questions prompting readers to probe deeper into the implications for services marketingFurther reading lists and weblinks provide additional sources for study.