Services Marketing Management: A Strategic Perspective, 2e

Pages: 576, Specialty: Marketing, Publisher: Wiley, Publication Year: 2006, Cover: Paperback, Dimensions: 195.6x256.5x30.5mm 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 includes: A linking of five core guiding principles: market orientation, assets and capabilities, characteristics of services, internationalization and the value conceptNew coverage of electronic servicesMany 'Service Practice' boxes, featuring examples from all of the worldEnd of chapter review questions and practical assignmentsFull length cases at the end of the book with accompanying exercises "This is a welcome second edition, firmly establishing it as a leadi