In order to deliver excellent service quality, it is critical to understand, create and deliver real value to all stakeholders. The second edition of
Services Marketing Management
has been thoroughly revised and restructured to provide the students with an overview of services marketing from this clear strategic orientation.
It is built around five core guiding principles:
Market orientation
Assets and capabilities
Characteristics of services
Internationalization
Value concept
With numerous examples that illustrate key points in the text,
Services Marketing Management, 2
nd
Edition
begins by embracing services marketing management in both a national and international context, including the latest developments, then outlines the wide variety of assets and strategic capabilities required to deliver services and create superior value for customers.
'This is a welcome second edition, firmly establishing it as
a leading international text on strategic services marketing.
Though completely revised, it retains the unique focus of
the original on care for the individual and the understanding,
creation and delivery of value to customers, with the authors
bringing their topic vividly to life through numerous
international examples. Clearly written and logically
structured, it will be an invaluable resource for services
marketing and management courses at all levels.’
Professor Graham Hooley, Aston Business School
"An up-to-date, comprehensive and truly global
treatment of services marketing management
with new insights for every reader."
Leonard L. Berry, Distinguished Professor of Marketing, Mays Business School and author of
Discovering the Soul of Service
"This book is a very valuable addition to the
services marketing literature. Its logical structure
and clarity of expression will make it extremely
appealing to students and lecturers."
Steve Oakes, University of Liverpool
"This is a must for students, teachers and
practitioners in services marketing.’
Kjell Grønhaug, Norwegian School of Economics and Business Administration
‘This is an academically rigorous text with a
strong European focus – excellent.’
Jill Brown, Portsmouth Business School
‘Services Marketing Management
: a
comprehensive and completely up-to-date book
based on an excellent combination of modern
theory and actual practice."
Peter Leeflang, Frank M. Bass Professor of Marketing, University of Groningen and Professor at Johann Wolfgang Goethe University at Frankfurt am Main
‘This excellent textbook has got what it strongly
deserved: a second 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 service management textbooks.
"What a service for the reader!"
Bernd Günter, Heinrich-Heine Universität, Düsseldorf