Services marketing

William Chitty; Steve D'Alessandro; David Gray; Andrew Hughes

Services marketing

William Chitty, Steve D'Alessandro, David Gray, Andrew Hughes

Business

Research output: Book/Report › Textbook/Reference book › peer-review

Abstract

Services Marketing, second edition, helps readers develop a practical understanding of services marketing through a problem-based, hands-on learning approach. It includes industry examples that highlight services marketing in action, and contemporary case studies that encourage reflection and the application of theory to real-life situations. With a focus on current theory and practice, this text explores marketing opportunities that arise from service-based economies and shows readers the need for services marketing in creating customer value.

Original language	English
Place of Publication	Melbourne Australia
Publisher	Oxford University Press Australia and New Zealand
Number of pages	494
Edition	2nd
ISBN (Print)	9780190303167
Publication status	Published - 22 May 2019

Cite this

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abstract = "Services Marketing, second edition, helps readers develop a practical understanding of services marketing through a problem-based, hands-on learning approach. It includes industry examples that highlight services marketing in action, and contemporary case studies that encourage reflection and the application of theory to real-life situations. With a focus on current theory and practice, this text explores marketing opportunities that arise from service-based economies and shows readers the need for services marketing in creating customer value.",

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AU - Chitty, William

AU - D'Alessandro, Steve

AU - Gray, David

AU - Hughes, Andrew

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PY - 2019/5/22

Y1 - 2019/5/22

N2 - Services Marketing, second edition, helps readers develop a practical understanding of services marketing through a problem-based, hands-on learning approach. It includes industry examples that highlight services marketing in action, and contemporary case studies that encourage reflection and the application of theory to real-life situations. With a focus on current theory and practice, this text explores marketing opportunities that arise from service-based economies and shows readers the need for services marketing in creating customer value.

AB - Services Marketing, second edition, helps readers develop a practical understanding of services marketing through a problem-based, hands-on learning approach. It includes industry examples that highlight services marketing in action, and contemporary case studies that encourage reflection and the application of theory to real-life situations. With a focus on current theory and practice, this text explores marketing opportunities that arise from service-based economies and shows readers the need for services marketing in creating customer value.

UR - https://www.oup.com.au/books/higher-education/management-and-marketing/9780190303167-services-marketing

M3 - Textbook/Reference book

SN - 9780190303167

BT - Services marketing

PB - Oxford University Press Australia and New Zealand

CY - Melbourne Australia

ER -

Services marketing

Abstract

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