Services dominate the expanding world economy as never before, and technology continues to evolve in dramatic ways. Established industries and their often famous and old companies decline and may even disappear as new business models and industries emerge. Competitive activity is fierce, with firms often using new strategies and technologies to respond to changing customer needs, expectations and behaviors. This book has been written in response to the global transformation of our economies to services. Clearly, the skills in marketing and managing services have never been more important!
The 3rd edition has just been published. It is a concise and reader-friendly guide to marketing and managing services. It encompasses cutting-edge service concepts and the latest developments, academic research as well as managerial insights. This book combines a practical, real-world focus with rich visual pedagogy to present an engaging and exciting look at the world of the service economy.
For more information, see: https://www.researchgate.net/publication/282206596_Essentials_of_Services_Marketing_3rd_edition
Btw, what do you think about the book cover? We had long discussions on this…