Services Marketing Integrating customer focus across the firm

Services Marketing introduces the reader to the vital role that service play in the economy and its future. Services dominate the advanced economies of the world and virtually all companies view service as critical to retaining their customers today and in the future. The Fifth Edition continues the strong conceptual approach by integrating new research into every chapter. The framework of the book is managerially focused, with every chapter presenting company examples and strategies for addressing issues in the chapter. This textbook is used in: Curtin University - Sydney 12471 -- Marketing of Services 610 University Of Tasmania - Hobart BMA791 -- Service Marketing Mba University Of Technology - Broadway 24706 -- Services Marketing