Services marketing

William Chitty, Andrew Hughes, Steven D'Alessandro

Research output: Book/ReportTextbook/Reference book

Abstract

Increasingly, more attention is being given by businesses to the implications of services provision and how services can be best managed and marketed. This text has been written to provide an understanding of the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. With a practical focus, it provides the necessary skills to analyse those successful service strategies that create customer value, achieve customer satisfaction and foster long term brand loyalty for a broad range of services. The text sequentially examines the various services marketing concepts, allowing students to develop conceptual frameworks that will enable to them to critically analyze the marketing activities of selected Australasian service organizations, and therefore be able to develop strategies to apply those concepts.
Original languageEnglish
Place of PublicationAustralia
PublisherOxford University Press
Number of pages293
ISBN (Print)9780195572315
Publication statusPublished - 2012

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    Chitty, W., Hughes, A., & D'Alessandro, S. (2012). Services marketing. Oxford University Press.