Services marketing management : A strategic perspective

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, 2nd 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.